Numerator: Amazon Prime Day order size, spend remain down from 2025
On the third day of Prime Day 2026, Amazon still lagged 2025 performance trends.
Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Thursday, June 25 (day three of Prime Day 2026), the average order size was $45.94, down approximately 16% from $54.78 in the same reporting period during Prime Day 2025.
Numerator data also indicates nearly six in 10 (58%) households shopping Prime Day have already placed two or more separate orders (identical to the percentage of households that had placed two or more separate orders during the same time period in 2025).
Average household spend was roughly $121.26, down 13% from $139.71 the prior year. This stands in contrast to the third day of Prime Day 2025, when average household spend rose 11% from the prior day even as average order size slipped 4% day over day.
These metrics also dropped year over year on the first two days of the promotion (June 23-24).
Interestingly, analysis of the first day of Prime Day from Adobe indicated sales had increased 5.3% from the first day of the 2025 edition to $8.3 billion in U.S. online spend, marking the single biggest e-commerce day so far in 2026 as measured by Adobe. Based on those results, Adobe reiterated its pre-event forecast that Prime Day 2026 would break records with $26.3 billion in U.S. online sales.
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 third day of Prime Day 2026 were Premier protein shakes, Liquid I.V. packets and Hefty Ultra Strong trash packs. Almost seven in 10 Prime Day items (69%) have sold for under $20, while 7% are $100 or more — the average spend per item is $23.19, roughly 6% less than $24.81 at the same point during Prime Day 2025.
The top categories buyers say they’ve purchased are apparel & shoes, household essentials, and health and wellness. Almost half of shoppers (46%) 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 same demographics observed during the first day and second days of the event and during the second and third days of Prime Day 2025.
- 93% knew it was Prime Day before shopping.
- 85% are members of Amazon Prime.
- 93% have been Prime members for one year or more.
- 90% have shopped Prime Day in the past.
- 39% said Prime Day was their main reason for shopping, down significantly from 51% who gave the same reason at this point in 2025.
So far, nearly 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 49% shopping or planning to shop Walmart Deals and 33% shopping or planning to shop Target Circle Deal Days.