A survey conducted by RetailMeNot found that 84 percent of U.S. adults plan to participate in Amazon Prime Day this year, up from 81 percent in 2024. That number rises to 92 percent among consumers aged 45 to 60, with 88 percent of Millennials planning to shop at this year’s event.

Although participation is forecasted to be high, RetailMeNot’s survey found that consumers who intend to shop the sale plan to be more cautious about what they intend to purchase.

The survey of 1,157 U.S. adults, fielded in May 2025, found that respondents intend to spend an average of $430 during the Prime Day period, including $242 on Amazon and $188 at other retailers’ counter sales. Overall, that is down from $468 combined last year.

A third (34 percent) of respondents to the survey said they would browse Amazon Prime Day deals without always making a purchase. Meanwhile, 28 percent of those surveyed will compare prices between Amazon and other retailers before finalizing a buying. Among surveyed respondents ages 45 to 60, that number rises to 31 percent.

Overall, the top categories respondents plan to purchase during Prime Day 2025 include:

  • Clothing, shoes and apparel (36 percent)
  • Pet supplies (29 percent)
  • Grocery and pantry essentials (28 percent)
  • Kitchen appliances and bakeware (25 percent)
  • Health and wellness products (25 percent)

One in five surveyed respondents said they would be shopping

Amazon Prime Day this year to offset rising costs due to tariffs. Among Millennials, that number climbs to one in four, while one in five adult Gen Z respondents said they will wait until Prime Day to shop for big-ticket items.

Sixteen percent of respondents said they plan to use Prime Day to start their holiday shopping. Gen Z is leading the way, with 19 percent planning to check gifts off their list early. Among those with grade-school children, 24 percent said they are shopping Prime Day for back-to-school needs. For parents of college students, 20 percent are shopping the sale for back-to-school.

Amazon announced on Tuesday, June 17, that its Prime Day 2025 sale will take place from Tuesday, July 8, through Friday, July 11, marking the first time Prime Day will last four days.

Image courtesy Amazon