Numerator: About 43% of U.S. households to shop Prime Day, many driven by inflation
Consumers will be looking for deals come Prime Day — and not just on Amazon.
Prime Day shoppers plan to shop or compare prices with other retailers during the Amazon mega-sale event, including Walmart (62%), Target (41%), Costco (27%), Best Buy (17%) and Temu (10%), according to a Numerator “Verified Voices” survey.
Forty-three percent of U.S. households are expected to shop Amazon Prime Day based on last year’s lift and current 2026 Amazon shopping behavior, according to Numerator estimates. Planned Prime Day shoppers expect to spend over $11 billion, with the average planned household spend around $187.
Of the planned Prime Day Shoppers, nearly half (47%) cite inflation as making them more likely to shop on Prime Day, compared to just 20% who say it makes them less likely, with similar patterns for concerns about the economy (44% vs. 18%) and gas prices (43% vs. 15%).
Additional insights from the Numerator survey are below.
•Eighty-percent of U.S. consumers are aware of the dates for Amazon Prime Day 2026.
•One in two Prime Day shoppers agree with the statement that “Prime Day is less exciting than it used to be." However, 69% say that Prime Day continues to offer a good value to shoppers.
•Twenty-two percent of shoppers plan to use AI-powered tools or features to help them shop Prime Day deals this year, with another 15% unsure. The top intended tools are ChatGPT or another AI chatbot (37%), AI search tools while shopping online (30%), AI-powered price comparisons across other retailers (28%), and AI-powered deal or coupon recommendations (28%). Only 25% planned to use Amazon’s AI shopping assistant.
•Among consumers who do plan to shop Amazon Prime Day 2026, the top shopping intentions are to browse for deals without a specific plan (46%), stock up on products they regularly buy (25%), purchase household essentials (21%), purchase higher priced items they have delayed buying (21%), and buy discretionary / fun items (18%).
•Among consumers who say they do not plan to shop Amazon Prime Day 2026, the top reasons are not needing to make any purchases right now (40%), not being an Amazon Prime member (37%), trying to save money or reduce spending (31%), and not thinking the Prime deals are worth it (24%).
