Amazon Prime Day Gains More Shoppers, But Spending Habits Shift
Amazon’s July Prime Day event saw continued growth in household penetration, but a mixed bag when it came to how much shoppers spent, according to Numerator’s Prime Day 2025 Recap.
This year’s Prime Day had household penetration of 40.8%, up from 34.8% in 2024. Orders per household also grew, to 3.4 in 2025 versus 2.9 in the previous year. And while spending per household increased over 2024 — $179.63 in 2025 versus $174.20 in 2024 — order size in dollars was down $7.41 to $53.22 when compared to 2024, with spend per unit down $2.79 from 2024 to $24.62.
Numerator figures revealed that 53% of orders were less than $30, up five percentage points from 2024. Orders of $100 or more fell four percentage points to 29% from the prior year.
The health & beauty category was the most popular on Prime Day, with 55% of shoppers purchasing an item in the category, up from 49% in 2024. Home & garden was second at 49% (47% in 2024), and apparel was third at 39% (34% in 2024). Grocery was the sixth most popular category at 22%, up from 19% the previous year.
Other notable findings from Numerator’s report include:
- 87% said they had an idea of what they wanted to buy heading into Prime Day.
- 51% purchased something they had been waiting to buy on sale.
- 56% compared prices or products at other retailers before buying.
- 22% purchased items included in Prime Day Lightning Deals.
- 37% shopped for the same items they typically buy on Amazon.
- 26% used the event to stock up on sale items.
