Home products have remained near the top-selling product categories through three days of the Amazon Prime Day 2025 event, according to market researcher Numerator.
Numerator noted as of Friday morning, average order size was $54.78. Some 58% of households shopping the occasion had placed two or more separate orders, bringing the average household spend to $139.71. Average price per item purchased was $24.81.
Purchasers are putting emphasis on everyday needs with groceries and household essentials combining for more than 40% of purchases, consistent with observer forecasts for consumers wanting to use the Prime Day occasion to shop necessities in an economic environment seeing general concerns about the rising cost of living. The top three items purchased during Prime Day to Friday morning were Dawn Platinum Powerwash, Liquid I.V. Packs hydration products and Premier Protein Shakes, according to Numerator.
Consumers shopped Prime Day for varying reasons. Some 51% of shoppers purchased items they had been waiting to buy, 37% bought items they typically buy on Amazon 36% purchased products offered as general discount deals, and 26% bought merchandise included in special sales.
Prime day shoppers were mostly female (76%), middle income ( 47%), and older (29% aged 65 or older and 21% aged 55 to 64 years old). By residency, suburbanites were the largest group participating in Prime Day at 41%, followed by urban shoppers at 31% and rural shoppers at 28%.
In the course of their Prime Day shopping, 57% of consumers took a look at prices offered by other retailers, with Walmart and Target the foremost banners visited, at 49% and 37%, respectively, Numerator reported. As for sales satisfaction, 41% of Prime Day shoppers told Numerator they were very happy with the deals they got, while 28% were extremely happy and 26% were somewhat happy.
