Numerator: Prime Day order amount, household spend declines continue
The second day of the four-day Amazon Prime Day sales bonanza showed year-over-year declines in two important financial metrics.
Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Wednesday, July 9 (day two of Prime Day 2025), the average order size was $57.12, down approximately 3% from $58.89 in the same reporting period during Prime Day 2024.
Numerator data also indicates that 51% of households shopping Prime Day have already placed two or more separate orders (slightly less than the 55% of households that had placed two or more separate orders during the same time period in 2024), bringing the average household spend to roughly $126.26, down 8.5% from $138.01 the prior year.
However, it is worth noting all of these figures have climbed from the first day of Prime Day 2025 as tracked by Numerator.
The top items as of 4 p.m. ET on the second day of Prime Day 2025 were liquid IV packets, Dawn Platinum powerwash and premier protein shakes, unchanged from day one. Two-thirds of Prime Day items (66%) have sold for under $20, while 3% are over $100, also unchanged from the first day of the event.
The average price per item is $25.23, roughly 11% less than $28.47 at the same point during Prime Day 2024. The top categories buyers say they’ve purchased are household essentials, apparel & shoes, home goods like bedding & décor, and health and wellness. Fifty-one percent of shoppers purchased something they had been waiting to buy until it went on sale.
In commentary emailed to Chain Store Age, Jamil Ghani, worldwide VP, Amazon Prime, said Amazon is pleased by the Prime Day engagement it has been getting from consumers and Prime members.
"We just started the event yesterday so it's very early," Ghani said in the statement. "Not only is the event twice as long (at four days), but we're also offering more than double the number of deals that are 50% off or more. That's driving engagement across the millions of deals we have in 35 categories. We’re really pleased, but it’s really early of course."
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper is a high-income suburban female age 45 to 64, showing that Prime Day customers have been getting younger as the sale progresses. The average Prime Day shopper observed on day one was a high-income suburban female age 65-plus.
- 96% knew it was Prime Day before shopping.
- 87% are members of Amazon Prime.
- 87% have been Prime members for one year or more.
- 89% have shopped Prime Day in the past.
- Slightly more than half (52%) said Prime Day was their main reason for shopping.
Adobe sees strong Prime Day results
Adobe analysis of the first 24 hours of Amazon Prime Day 2025 indicated much strong performance than has been tracked by Numerator. According to Adobe, U.S. retailers generated $7.9 billion in online spend on Tuesday, July 8, representing 9.9% growth year-over-year and is the biggest single day of e-commerce for U.S. retailers so far in 2025.
[READ MORE: Adobe: Prime Day drives $7.9 billion in first-day online spend]
Based on what it observed as strong first-day performance, Adobe is reaffirming its previous forecast of U.S. retailers driving a record $23.8 billion in online spend from July 8 to 11, representing 28.4% growth year-over-year and $9.6 billion more than the comparable period in 2024.
