A new RetailMeNot survey found that 84% of adults in the United States plan to participate in Prime Day this year, compared with 81% in 2024, with kitchen and bakeware among the top categories consumers will explore during the Amazon event.
In the survey, as related in a RetailMeNot blog post, 34% of the responding consumers admitted they’ll be browsing deals without always buying, which suggests that Prime Day curiosity is high but commitment is conditional. Then, 28% of respondents intended to compare prices between Amazon and other retailers before checking out. With shoppers aged 45 to 60, the proportion rises to 31%.
Potential Prime Day period shoppers intend to spend an average of $430, estimating a $242 spend on Amazon and $188 spend at other retailers’ counter sales, down $38 from last year overall.
One in five respondents maintained that they’ll use Prime Day as a way to offset rising costs due to tariffs. Among Millennials, that number climbs to about a quarter. One in five adult Gen Zers are waiting for Prime Day to shop big-ticket items, according to RetailMeNot.
Among those taking the long view, 16% of consumers said they’ll use Prime Day to start their holiday shopping, with Gen Z leading the way again, at 19%.
Among respondents with grade-school children, 24% said they will shop Prime Day to address their back-to-school needs early, as will 20% of parents who are outfitting college students for their academic year.
RetailMeNot said the top categories Prime Day shoppers intend to shop are:
- Clothing, shoes and apparel for 36%
- Pet supplies for 29%
- Grocery and pantry essentials for 28%
- Kitchen appliances and bakeware for 25%
- Health and wellness products, from supplements to fitness gear, for 25%
