So far, Amazon Prime Big Deal Days shoppers are…
Initial data from the Amazon Prime Big Deal Days fall online sales extravaganza reveals what shoppers are buying and whether those items are earmarked for holiday gifts.
According to data from the Numerator Amazon Prime Big Deal Days 2025 Tracker based on initial survey results from more than 780 verified buyers of the event, 90% of verified Prime Big Deal Days shoppers said they knew the event was happening before they shopped on Amazon and 37% said Prime Big Deal Days was their primary reason for shopping.
[READ MORE: Amazon kicking off holidays with October Prime sales event]
Close to two-in-three (63%) respondents said they also participated in the July 2025 Amazon Prime Day annual sales extravaganza. Amazon debuted its fall version of the annual Prime Day 48-hour sales blockbuster in October 2022.
Interestingly, only about one-quarter (23%) of respondents reported purchasing gifts for the holidays. Of those shoppers, 20% said they completed more than half (or all) of their holiday gift shopping with their purchases while 61% completed less than half.
Amazon had promoted Prime Big Deal Days as the kickoff to its holiday sales season. However, in promising news for the e-tail giant, 85% of respondents said they will probably or definitely shop on Amazon again in the next three months for holiday items such as gifts, decorations and wrapping supplies.
Top categories
The most popular product categories purchased by surveyed Prime Big Deal Days shopper include:
- Apparel & Shoes 27%.
- Household Essentials 25%.
- Home goods 21%.
- Beauty & cosmetics 21%.
- Health & wellness 21%.
- Toys & video games 15%.
- Pet products 14%.
- Groceries 14%.
- Consumer electronics 13%.
Crossover with other promotional events
Numerous other retailers are offering their own sales extravaganzas that overlap or directly compete with Prime Big Deal Days, including major Amazon rivals such as Walmart and Target.
Almost four-in-10 (38%) respondents said they have shopped or will shop Walmart Deals, and 30% said they have shopped or will shop Target Circle Week. In addition, six-in-10 (59%) respondents plan to shop both Black Friday and Cyber Monday, and more than half (55%) compared Amazon’s prices to other retailers before making their Prime Big Deal Days purchases.
Other findings
- Almost nine-in-10 (87%) respondents said they are an Amazon Prime member, and 86% have been Prime members for more than a year.
- Close to half (48%) of respondents reported that tariffs changed their Prime Big Deal Days shopping in some way.
- Three-in-10 respondents reported being more cautious with spending because of the current economic climate, 27% reported limiting their spending because of inflation or cost-of-living concerns, and 24% said they delayed purchasing certain items until this sale due to rising prices.
