PRIME DAY
LIVE TRACKER 2025
Numerator’s Amazon Prime Day Tracker compiles a live look across Numerator data sources to bring immediate insights into what is happening on Prime Day. Our 2025 tracker will run from July 8 through July 11.
2025 Prime Day Highlights
This data was published at 4PM ET on 7/9/25 and will be updated again tomorrow at 4PM ET. The insights below are based on:
How much are shoppers spending on Prime Day 2025?
The average order size on Prime Day 2025 so far is $57.12. Half (51%) of households shopping Prime Day have placed 2+ separate orders so far, bringing the average household spend to roughly $126.26.
What are people buying during Prime Day 2025?
The top items so far on Prime Day 2025 are Liquid I.V. Packets, Dawn Platinum Powerwash, and Premier Protein Shakes. Two-thirds of Prime Day items (66%) have sold for under $20, while 3% are over $100— the average spend per item is $25.23. The top categories buyers say they’ve purchased are household essentials, apparel & shoes, and home goods. Over half of shoppers purchased something they’d been waiting to buy until it went on sale.
Who is shopping on Prime Day 2025?
The typical observed Prime Day shopper is a high income, suburban female age 45 to 64. Nearly all individuals who placed an Amazon order in the past two days knew it was Prime Day prior to shopping, and many said it was their primary reason for shopping today. Close to 90% of Prime Day shoppers have shopped the sale in the past.
What do Prime Day shoppers think of the deals?
Two-thirds of Prime Day shoppers were highly satisfied with the deals offered. Over half of Prime Day shoppers compared prices with other retailers prior to placing their orders. Additionally, many Prime Day shoppers also shopped or plan to shop Walmart Deals (49%) and/or Target Circle Week (38%) this week.
Check out past Prime Day coverage from Numerator.
2024 Prime Day Highlights Report
Our Prime Day Highlights report leverages observed purchase behaviors from our Total Commerce Panel and Verified Voices survey insights from over 8,000 verified Prime Day shoppers. Learn how different generations shopped, which categories grew the most, and what shoppers thought of the deals offered.
