Prime Day average household spend nears $140 on first-ever third day
The third day of Amazon Prime Day showed a sharp rise in household spending from day two even as average order size dipped.
Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Thursday, July 10 (marking the first time the Prime Day event featured a third day), the average order size was $54.78, down approximately 4% from $57.12 during the previous day.
Numerator data also indicates that close to six-in-10 (58%) households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $139.71, up a substantial 10.6% from $126.26 the prior day.
Two-thirds of Prime Day items (67%) have sold for under $20, while 3% are over $100, figures that have remained fairly steady throughout the sale. Average spend per item equaled $24.81, a figure that has also been relatively consistent.
The top items as of 4 p.m. ET on the third day of Prime Day 2025 were Dawn Platinum powerwash, liquid IV packets, and premier protein shakes.
The top categories buyers say they’ve purchased are apparel & shoes, household essentials, home goods like bedding & décor, and beauty & cosmetics. Fifty-one percent of shoppers 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 age 45 to 64.
- 97% 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 (51%) said Prime Day was their main reason for shopping.
Adobe sees strong Prime Day results
Amazon is hosting a four-day Prime Day event for the first time ever, meaning there is no historical year-over-year data to compare day three results to. However, Adobe analysis of the first 24 hours of Amazon Prime Day 2025 indicated stronger performance than has been tracked so far 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.
