Skip to main content

On Prime Day, members will buy…

While the official date of Amazon’s Prime Day has not yet been announced, Prime members are already making their shopping lists.

Home goods and electronics are once again tied for the most popular products consumers plan to shop for this Prime Day, with 41% of shoppers eyeing this merchandise. However, consumers would rather see sales on electronics than home goods (47% vs 45%), according to the “Amazon Prime Day Survey 2018,” a study from

According to data, 28% of consumers will be in search of clothing/shoes/accessories, 20% will purchase toys and games, 16% will buy tools, and 10% will buy groceries. Women are more likely to buy home goods on Amazon than men (50% vs. 39%). Men are more likely to buy electronics on Amazon than women (43% vs. 33%).

Twenty-five percent of consumers will spend over $100, with 9% planning to spend $250 or more.

However, consumers are becoming more financially savvy this year, and doing all that they can to maximize savings when shopping online. Almost half of those surveyed (49%) always compare prices before buying on Amazon, with 33% only comparing prices occasionally.

Despite Prime members taking a more cost-conscious approach to Prime Day, they are not swayed by Amazon’s recent Prime price hike. Almost half of survey respondents (48%) said they’ll keep their Prime accounts, even with the price hike. Thirty-two percent plan on canceling their memberships.

And while 20% are upset about the price increase, they still want to participate in the sales. Thus, they will cancel their memberships and create trial accounts just for Prime Day shopping, the study revealed.

Compared with last year, the number of Americans with Prime accounts increased by 4% (480 out of 1,000 respondents had one in 2018 vs. 460 out of 1,000 in 2017). Another 7% plan to get one just for Prime Day. So by the end of July, this means that at least 55% of shoppers will have Prime.

Millennials (age 25 to 34) are most likely to already have a Prime account leading into Prime Day. The youngest consumers surveyed (ages 18 to 24) are least likely to have a Prime account (45%), closely followed by consumers aged 65+ (44%). Among those who don’t currently have a Prime account, males ages 18-24 are most likely to get an account just for Prime Day (10% vs. 7% overall).
This ad will auto-close in 10 seconds