Core Insights - Numerator has released early results from Amazon's Prime Big Deal Days 2025, highlighting consumer spending and shopping behavior during the event [1] Purchase Data Findings - The average spend per order during Prime Big Deal Days 2025 was $45.42, with 44% of orders under $20 and 90% under $100 [4] - The average household expenditure was approximately $104.69, with 14% of households spending over $200 [4] - Over half (53%) of households made 2 or more orders, while 10% placed 5 or more orders [4] - The top-selling items included Dawn Platinum Powerwash, Premier Protein Shakes, and Lysol Disinfecting Wipes, with three of the top five items also being bestsellers during July's Prime Day [4] Buyer Survey Findings - 90% of shoppers were aware of the event prior to shopping, and 83% indicated that the sales event was a primary reason for shopping on Amazon [4] - 58% of shoppers expressed high satisfaction with the deals, while 14% felt the deals were better than those offered during July's Prime Day [4] - 45% of shoppers purchased items they had been waiting to buy on sale, and 35% shopped for items included in general deals [4] - Economic factors influenced purchasing decisions, with 48% of shoppers indicating tariffs impacted their choices and 29% being more cautious due to the economic climate [4] Competitive Shopping Behavior - More than half (56%) of shoppers compared prices with other retailers, with 68% comparing with Walmart and 43% with Target [4] - 36% of shoppers participated in Walmart Holiday Deals, and 27% shopped during Target Circle Week [4] - A significant portion of shoppers (61%) plans to shop on Black Friday and 58% on Cyber Monday [4] Holiday Shopping Insights - 23% of shoppers purchased holiday gifts during the sale, with a third completing at least half of their holiday gift shopping [4] - 84% of shoppers indicated they would "definitely" or "probably" shop on Amazon for holiday items in the next three months [4] Category Insights - The most reported categories purchased included Apparel & Shoes (26%), Household Essentials (26%), and Beauty & Cosmetics (22%) [5] - The data was based on 65,787 orders from 28,543 unique households, with a survey conducted among 5,120 verified buyers [5]

Core Insights - Amazon Prime Day sales initially showed a decline year-over-year but later data indicated strong sales performance despite economic uncertainties [1][3] - The event duration was extended to four days this year, which may have influenced consumer purchasing behavior [2][3] Sales Performance - Early reports indicated a 41% drop in sales for the first day of the event according to Momentum Commerce, but Amazon disputed these figures [3] - Sales on the third day surged by 165% compared to the previous year, indicating a shift in consumer spending patterns [4] - Overall online spending in the U.S. reached $7.9 billion on the first day of Prime Day, marking a nearly 10% increase from the same day last year [4] Consumer Behavior - The average household expenditure during Prime Day increased to $156.37, up from $152.33 in 2024, with multiple orders being common [5] - The average order price decreased to $53.34 from $57.97 the previous year, suggesting a shift in purchasing strategies [5] Market Context - This year's Prime Day was the first since the implementation of tariffs affecting many sellers, particularly from China [6][8] - Amazon's CEO noted that the company had not yet seen significant price increases due to tariffs, attributing this to preemptive stocking and competitive pricing strategies [8] Competitive Landscape - Amazon continues to face competition from retailers like Target and Walmart, which also hold sales events around the same time [10] - Nearly 50% of surveyed buyers expressed intentions to shop Walmart's deals, while 35% planned to participate in Target's sales event [10] Sales Projections - Adobe predicted record online spending of $23.8 billion during the Prime Day period, with discounts expected to remain high [11]