As per a Bloomberg report that cited Numerator on Tuesday, June 23. The expenditure was down about 16% from $106.41 the same time during last year’s event, which began in July.
Shoppers stocked up on items such as trash bags, cat food and makeup remover, as per the survey. The survey was based on 175 verified buyers from more than 3600 households.
The survey analysed more than 14,000 items purchased across almost 7000 Prime Day orders.
Amazon’s flagship promotion, which is now in its 12th year, faces constraints as shoppers now expect steeper discounts because their budgets have been strained by surging fuel prices.
However, brands and merchants are struggling to meet those expectations due to their own rising costs and continued uncertainty regarding tariffs.
Global marketing firm PMG estimated that there would be fewer Prime Day discounts this year, continuing a yearly trend. The firm analysed discount data on tens of millions of products over the past two years.
“Third-party data on deal selection and purchasing trends are often inaccurate, as is the case with these reports.,” Amazon spokesperson Maxine Tagay said in an email addressed to Bloomberg, adding that the company was “pleased with the early customer response.”
She said more than 1 million items are being offered at their lowest price so far this year and touted more than 100,000 deals discounted by at least 40%.
About 90% of Amazon Prime subscribers plan their purchases for the sale, according to an April survey conducted by the marketing agency Tinuiti. But they’ll also surf the web and use artificial intelligence tools to find the best deals. More than 7 in 10 shoppers said products would have to be discounted by at least 30% for them to consider it a good deal, with 1 in 5 deeming at least half off a good discount, according to Tinuiti’s survey.
US consumers will spend $26.3 billion online with Amazon and other retailers during the event, up 9% from last year’s four-day sale in July, according to Adobe, which tracks visits to retail websites. Discounts are expected to be similar to last year, when apparel and electronics sellers offered a price cut of almost 23%. Adobe expects back-to-school apparel to be a leading category.
Lofty oil prices and continued tariffs made offering steep discounts difficult this year, said Josh Ketter, proprietor of Spreetail to Bloomberg. His Lincoln, Nebraska-based firm sells swimming pools, trampolines, patio furniture and thousands of other products on marketplaces like Amazon, Walmart and TikTok Shop. Many of his products are made with petroleum-based plastics, making the Iran war drive up his expenses.
“Last year we still had some inventory that came in before the tariffs, so we were in a better position,” said Ketter, who said his average Prime Day discount this year is in the 15% to 20% range. Shoppers are trading down to lower-cost versions of products, for instance, picking the $500 swimming pool over a $1,000 one, he said.
About half of shoppers said that inflation was among the factors that compelled them to seek deals on Prime Day, according to a survey by Numerator, which tracks spending. The survey found that the average household plans to spend about $187 during Prime Day and would compare prices on competing sites such as Walmart, Target and Costco.
