Survey: Two-thirds of Prime members made at least one Prime Day purchase
Despite consumers generally planning on reining in spending, a solid majority of Amazon Prime members took advantage of the most recent Prime Day event.
Two-thirds (66%) of Prime members made at least one purchase during the sale, according to new survey data from retail marketing agency Sales Factory. Planned purchases were more common than impulse buys, with the top reason for participating being to save on items they already intended to buy (49%).
Economic uncertainty played a major role in the decision making process for Prime shoppers. Half (50%) of Prime members said the potential for future tariffs influenced their decision to shop during Prime Day. More than six-in-10 (64%) Prime Day shoppers also participated in other retailers’ sales events during the same week, with Walmart’s competing sale being the most popular among cross-shoppers (76%).
While most Prime members still feel they get good value from Prime Day, nearly half still feel the quality of deals has declined, especially among Gen Z (57%) and millennials (60%).
“This past week’s sales were met with more intention as economic concerns and the growing number of competing sales shaped a more deliberate approach,” said Sales Factory. “Shoppers came in with a plan, focused on items they already needed, and compared across multiple retailers. This signals that consumers aren’t just chasing discounts, they’re weighing their options and making choices that make the most of their budget. For brands, this serves as a reminder that sales events are no longer just about driving urgency. They’re a reflection of how well your offer aligns with what today’s shopper actually needs.”
According to Adobe analysis, Prime Day 2025 slightly outperformed expectations, generating $24.1 billion in total U.S. online revenue. Prior to the event, Adobe predicted that U.S. retailers would drive a record $23.8 billion in online spend during the four-day event.
[READ MORE: Amazon Prime Day exceeds predictions with $24.1B in U.S. online sales]
Sales Factory’s survey was fielded between July 11-13, 2025, and featured 724 Amazon Prime members.
