Amazon Prime Day kicks off with declining order size, spend
First-day results of Amazon Prime Day 2026 came in behind first-day performance from 2025.
Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Tuesday, June 23 (day one of Prime Day 2026), the average order size was $48.36, down approximately 17% from $58.37 in the same reporting period during Prime Day 2025.
Numerator data also indicates that 59% of households shopping Prime Day have already placed two or more separate orders (up significantly from the 42% of households that had placed two or more separate orders during the same time period in 2025). However average household spend was roughly $89.04, down 16% from $106.41 the prior year.
2026 is the second straight year that order size and average household spend on the first day of Prime Day declined from the same period the prior year. For the second time in 2026, Prime Day will last four days (the first time this occurred was 2025) and for the second time is being held in June (the first time was in 2021).
[READ MORE: Amazon Prime Day returns June 23-26]
The top items as of 4 p.m. ET on the first day of Prime Day 2026 were premier protein shakes, Hefty Ultra Strong trash packs, and Liquid I.V. packets. Almost two-thirds of Prime Day items (63%) have sold for under $20, while 7% are $100 or more — the average spend per item is $23.63, roughly 7% less than $25.64 at the same point during Prime Day 2025.
The top categories buyers say they’ve purchased are apparel & shoes, health and wellness, and household essentials. Half of shoppers purchased something they had been waiting to buy until it went on sale.
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper is a high-income suburban female between the ages of 45 and 64. The average age has dropped from 65-plus during the first day of Prime Day 2025.
- 93% knew it was Prime Day before shopping.
- 83% are members of Amazon Prime.
- 94% have been Prime members for one year or more.
- 92% have shopped Prime Day in the past.
- Forty-five percent said Prime Day was their main reason for shopping, down from 50% who gave the same reason at this point in 2025 and 63% in 2024.
So far, two-thirds of Prime Day shoppers report being highly satisfied with the deals available during the event. More than half compared prices across retailers before completing their purchases. Prime Day shoppers are also engaging with competing promotions, with 50% shopping or planning to shop Walmart Deals and 32% shopping or planning to shop Target Circle Deal Days.
