The Amazon Prime Day 2025 report forms part of the analyst's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers on Amazon Prime Day. The report analyses the market, the main trends, and consumer attitudes.
Scope
- More consumers have access to an Amazon Prime account in 2025 than last year.
- A higher proportion of consumers made at least one purchase on Amazon Prime Day 2025 compared to last year
- In 2025, a larger proportion of Amazon Prime Day shoppers used a laptop or desktop to complete their purchases compared to the previous year.
Reasons to Buy
- Use our in-depth consumer insight to learn about which areas consumers utilised Prime Day offers the most.
- Understand why consumers did or did not make a Prime Day purchase, to drive appeal of promotional activity in the future.
- Discover which factors drove consumers to use Amazon for their purchases, such as convenience, value for money and delivery options, to maximise sales potential.
Table of Contents
- Consumer attitudes
- Buying dynamics
- Financial wellbeing
- Prime Day spending
- Amazon ratings
- Barriers to purchase
- Recipients
- Device Usage
- Fulfilment
- Impact of timing
- Signing up to Amazon Prime
- Consumer expectations
- Amazon Prime Day statements
- Purchasing habits
- Amazon Prime Day statements
- Electricals & technology
- Buying dynamics
- Spending
- Buying dynamics
- Clothing & footwear
- Buying dynamics
- Spending
- Buying dynamics
- Health & beauty
- Buying dynamics
- Spending
- Buying dynamics
- Entertainment & leisure
- Buying dynamics
- Spending
- Buying dynamics
- Homewares & furniture
- Buying dynamics
- Spending
- Buying dynamics
- Specialty food & drink
- Buying dynamics
- Spending
- Buying dynamics
- Miscellaneous
- Buying dynamics
- Spending
- Buying dynamics
- Methodology
- Electricals & technology categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Electricals & technology shoppers buying on impulse vs planned (%), 2025 and 2024
- Clothing & footwear categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Clothing & footwear shoppers buying on impulse vs planned (%), 2025 and 2024
- Health & beauty categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Health & beauty shoppers buying on impulse vs planned (%), 2025 and 2024
- Entertainment & leisure categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Entertainment & leisure shoppers buying on impulse vs planned (%), 2025 and 2024
- Homewares & furniture categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Homewares & furniture shoppers buying on impulse vs planned (%), 2025 and 2024
- Speciality food & drink categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Speciality food & drink shoppers buying on impulse vs planned (%), 2025 and 2024
- Miscellaneous categories purchased by Amazon Prime Day shoppers (%), 2025 and 2024
- Miscellaneous shoppers buying on impulse vs planned (%), 2025 and 2024
- Amazon Prime penetration, total (2023-2025), by demographic and region (2025) (%)
- Amazon Prime penetration breakdown, total and by demographic and region (2025) (%)
- Amazon Prime Day shopper penetration, total (2023-2025), by demographic and region (2025) (%)
- Amazon Prime Day shopper profile, by demographic and region (2025) (%)
- Financial wellbeing, 2024 & 2025
- Prime Day spending, 2024 & 2025
- Amazon ratings, 2024 & 2025
- Barriers to purchase, 2024 & 2025
- Recipients, 2024 & 2025
- Device Usage, 2024 & 2025
- Fulfilment, 2024 & 2025
- Impact of Amazon Prime Day on timing of purchasing, 2024 & 2025
- Signing up to Amazon Prime, 2025 and change on last year
- Consumer discount expectations, 2024 & 2025
- Amazon Prime Day statements, 2025 and change on last year
- Purchasing habits, 2025
- Electricals & technology penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on electricals & technology, 2025 and change on 2024
- Planned/impulse purchases - electricals & technology, 2025 and 2024
- Clothing & accessories penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on clothing & accessories, 2025 and change on 2024
- Planned/impulse purchases - clothing & accessories, 2025 and 2024
- Health & beauty penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on health & beauty, 2025 and change on 2024
- Planned/impulse purchases - health & beauty, 2025 and 2024
- Entertainment & leisure penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on entertainment & leisure, 2025 and change on 2024
- Planned/impulse purchases - entertainment & leisure, 2025 and 2024
- Homewares & furniture penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on homewares & furniture, 2025 and change on 2024
- Planned/impulse purchases - Homewares & furniture, 2025 and 2024
- Speciality food & drink penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on speciality food & drink, 2025 and change on 2024
- Planned/impulse purchases - Speciality food & drink, 2025 and 2024
- Miscellaneous items penetration overall for 2025 and 2024, and by demographic, 2025
- Average spend on miscellaneous items, 2025 and change on 2024
- Planned/impulse purchases - Miscellaneous items, 2025 and 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
