A survey from RetailMeNot finds 84 percent of U.S. adults plan to participate in Prime Day this year, up from 81 percent in 2024. That number rises to 92 percent among those aged 45 to 60, while 88 percent of millennials plan on shopping during the event.
Even though participation is high, RetailMeNot’s report found that shoppers are being more cautious with what they plan to purchase.
The survey of 1,157 U.S. adults fielded in May 2025 found shoppers 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’s down from $468 combined last year.
A third (34 percent) admit they’ll be browsing deals without always buying. Meanwhile, 28 percent of shoppers are comparing prices between Amazon and other retailers before checking out. Among shoppers aged 45 to 60, that number rises to 31 percent.
Overall, the top categories shoppers 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 shoppers say they will be shopping Prime Day as a way to offset rising costs due to tariffs. Among millennials, that number climbs to one-in-four, while one-in-five adult Gen Z consumers say they will wait until Prime Day to shop for big-ticket items.
Sixteen percent of respondents say they will be using 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 say they’re shopping Prime Day for back-to-school needs. For parents of college students, 20 percent are shopping Prime Day for back-to-school needs.
Amazon announced on Tuesday that its Prime Day 2025 promotion will take place from Tuesday, July 8 – Friday, July 11. This marks the first time Prime Day will last four days.
