Survey: Product reviews to influence most Prime Day purchases
Amazon Prime Day is around the corner, and reviews will play a big role in what consumers choose to buy.
An overwhelming 90% of consumers said product reviews influence their decision to buy a product or to look for alternative options, according to a new survey from product experience and product information management company Akeneo.
Nineteen percent said negative reviews impact their decision to purchase (or not purchase) more than positive reviews, while almost a third (32%) say positive reviews impact their decision to purchase more than negative reviews.
Only 67% of consumers are confident they get the best price during promotional events, which Akeneo says places more emphasis on pre-purchase research and informative reviews from other users.
Amazon’s Prime Day 2025 promotion will take place from Tuesday, July 8 – Friday, July 11. This marks the first time Prime Day will last four days.
While Prime Day is restricted to members of the paid Prime membership service, whose perks include free expedited shipping on eligible items, Amazon offers a free 30-day trial membership option to allow customers to participate without having to fully join.
Akeneo’s survey found that 80% of consumers reported that their shopping decisions are influenced by the tariffs, and 40% are monitoring the changing prices. Nearly half of shoppers (49%) say they would be more loyal to a brand that absorbs the costs of the tariffs instead of passing them along to the customer, and only 10% say their loyalty isn't impacted.
Almost six-in-10 (57%) consumers say tariffs are impacting their shopping habits on Prime Day specifically. A quarter (25%) plan to skip or buy less because of possible price hikes, while 4% plan to shop with other retailers. Nearly nine-in-10 (89%) consumers consider the country of origin when online shopping.
[READ MORE: Survey: 84% of adults plan to shop Prime Day this year]
"As economic uncertainty continues to put consumers on edge, providing a transparent, consistent product experience has never been more critical to brand loyalty and customer conversions," said Romain Fouache, CEO at Akeneo. "Consumers are conducting their due diligence – not just around the best deals and pricing, but around the quality, consistency, and reliability of products – to ensure they're fully confident they're getting what they pay for before they click purchase."
The survey was commissioned by Akeneo and conducted by Dynata. It was conducted in late May 2025 of 1,000 U.S. consumers 18 years and older.
