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Consumers reveal Prime Day spending plans

Amazon Prime Day
Amazon Prime Day shoppers are scaling back expectations.

A new survey reveals how U.S. consumers’ 2023 Prime Day shopping intentions line up with 2022 results.

According to a survey of 1,000 U.S. consumers conducted by Ziff Davis for RetailMeNot, the average respondent who will shop Prime Day plans to spend $250 on Prime Day (and other retailers’ simultaneous sales) this year, down 16% from $388 in 2022 and 58% from $594 in 2021.

Of that planned $250 spend during the Prime Day sale period, respondents intend to spend most of it ($150) at Amazon (down from $233 in 2022 and $100 at other retailers offering their own promotions during Prime Day (down from $155 in 2022).

In addition, among respondents planning to make a purchase on Prime Day, over half (53%) who are Prime members say they will wait until Prime Day to make their biggest purchases of the year, compared to 34% of non-Prime members.

While Amazon Prime Day is for Prime members only, 63% of respondents who are members plan to shop the event in 2023 and 96% of all respondents – members and non-members - say they have shopped Prime Day in the past or are interested in shopping it for the first time this year. Among non-Prime members, more than one-third (35%) say they haven’t shopped Prime Day in the past but are interested in shopping it this year.

Products shoppers plan to buy on Prime Day

  • All electronics (aggregate category): 59%
  • Clothing, shoes and apparel: 49% 
  • Beauty and skincare supplies: 24% 
  • Bedding, linens and towels: 24%
  • Headphones: 23%
  • Home decor: 22%
  • Kitchen appliances and bakeware (e.g. Keurig, Instant Pot): 19%
  • Laptops or computers: 18%
  • Amazon electronics, (e.g. Kindle, Echo/Alexa, Fire TV): 18%
  • Books, e-books & audiobooks: 18%
  • Tablets or e-readers: 16%
  • Video games/consoles: 15%
  • Smart speakers: 14%
  • TVs: 14%
  • Smart home products (e.g. Roomba, Nest, Ring, Wemo): 12%

Prime Day Retail Trends

“The advantages of shopping on Prime Day have been less clear-cut when it comes to clothing — we often see the retailer offering very specific deals on very specific items (one color might be on sale, while another is at full price, for example),” Kristen McGrath, editor of The Real Deal, RetailMeNot, said in a corporate blog post. TVs also have a mixed track record, and we typically see a wider variety of sets on sale during Black Friday — and the biggest discounts offered on only a limited number of sets.”


[Read more: Almost all consumers will shop Prime Day]

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