Discounts drive Amazon Prime's Big Deal Days spending
Early data from Amazon Prime's Big Deal Days fall online sales extravaganza suggests shoppers were happy with the price breaks they were offered.
According to data from the Numerator Amazon Prime Big Deal Days 2025 Tracker based on Numerator’s omnichannel consumer purchase panel and includes verified spend, order, item and basket metrics, as well as survey insights from over 5,000 verified Prime Big Deal Days buyers, the average Prime Big Deal Days 2025 spend per order was $45.42, with 44% of orders placed for $20 or less and 90% for less than $100.
[READ MORE: Amazon kicking off holidays with October Prime sales event]
In addition, more than half (53%) of households shopping Prime Big Deal Days placed two or more orders, and 10% placed five or more orders. The average household spend was approximately $104.69, with 14% spending more than $200.
Numerator did not release monetary sales figures for the 2024 edition of Prime Big Deal Days. However, Prime Big Deal Days results compared favorably to Numerator’s findings for the entire four-day 2025 Prime Day event, which included average order size of $53.34 and average household spend of roughly $156.37.
Shoppers look for discounts
Prime Big Deal Days shopper survey results reveal that consumers are affected by current economic concerns and were generally satisfied by the discounts available during the event.
Almost six-in-10 (58%) Prime Big Deal Days shoppers said they were extremely or very satisfied with the deals offered during the event, with only 3% saying they were not at all satisfied.
Fourteen percent said the deals were better than July’s Prime Day event, while 58% said they were the same and 13% felt they were worse. Close to half (45%) said they purchased something they had been waiting to buy on sale. This includes 35% of respondents who shopped for items included in general Prime Big Deal Days deals, 28% who shopped for everyday items (groceries, household goods, etc.), and 25% who stocked up on sale items.
Nearly half (48%) of Prime Big Deal Days shoppers said tariffs had an impact on their Prime Big Deal Days purchase decisions. Three-in-10 (29%) were more cautious about spending because of the current economic climate, and 28% limited spending because of inflation or cost-of-living concerns.
In addition, Prime Big Deal Days shoppers said they compared prices and shopped at other retailers’ early holiday sales events. More than half (56%) said they compared Amazon’s prices or products with other retailers (online and in-store).
Prime Big Deal Days buyers also reported shopping other retailers’ fall sales events: 36% said they shopped or planned to shop Walmart Holiday Deals and 27% said they shopped Target Circle Week.
Plenty of holiday shopping is left
More than half of Prime Big Deal Days shoppers plan to shop on Black Friday (61%) and Cyber Monday (58%), while 21% plan to shop on Thanksgiving itself, and 33% plan to shop on the Saturday or Sunday after Thanksgiving.
Only 23% of Prime Big Deal Days shoppers said they purchased holiday gifts during the sale, with 33% of those saying they completed at least half of their holiday gift shopping with their purchases.
Fewer than one-in-10 (7%) say they purchased other holiday products (e.g. Thanksgiving supplies, Christmas decorations, wrapping paper, etc.), and 7% bought Halloween items like costumes, decor and candy.
In good news for Amazon, 84% of Prime Big Deal Days shoppers say they will "definitely" or "probably" shop on Amazon again for holiday items and gifts in the next three months.
Other findings
- The top-selling items (based on units) were: Dawn Platinum Powerwash, Premier Protein Shakes, Lysol Disinfecting Wipes, Squishmallows, and Liquid I.V. Hydration Packets. Three of these items were also the top sellers for Amazon’s July 2025 Prime Day event: Premier Protein Shakes, Dawn Platinum Powerwash, and Liquid I.V. Hydration Packets.
- Almost all Prime Big Deal Days shoppers (90%) said they were aware of the event prior to shopping, and 83% said the sales event was one of the main reasons they shopped on Amazon during this time period.
- Six-in-10 (61%) of Prime Big Deal Days shoppers said they also shopped Prime Day 2025 in July (19% could not recall if they shopped or not).
- Top-selling product categories were apparel & shoes (26% of shoppers purchased in this category), household essentials (26%) and beauty & cosmetics (22%).
