As Amazon prepared to hold its longest Prime Day sales event to date from July 8 through July 11, it became clear that Prime Day in 2025 would test consumers’ appetites for deals. In a macro environment where tariffs and uncertainty have rattled shoppers, analysts will be watching the final results to see if consumers are delaying purchases ahead of major deal events or generally cutting back on spending altogether.

As Prime Day neared its halfway point on July 9, those answers started coming into focus. While the first day of Prime Day sales led U.S. consumers across all ecommerce sites to spend $7.9 billion online, up 9.9% from the event’s first day in 2024, according to analysis from Adobe Analytics, other data shows that results could be more nuanced.

Are Prime Day deals worth it to consumers in 2025?

So far, the average order size for Prime Day shoppers on Amazon has been $57.12. That’s based on data tracked by the data and market research firm Numerator, covering 49,535 orders made as of 4 p.m. EDT on July 9. If that average order value (AOV) remains steady, it would be down from the $57.97 AOV that Numerator observed across 93,513 orders in 2024.

Meanwhile, Momentum Commerce, an agency that manages online sales for brands on Amazon, observed Amazon sales dropping 41% on June 8 from levels observed on the first day of Prime Day in 2024, Bloomberg reported.

To be clear, Amazon’s expanded calendar for Prime Day in 2025 could distort some year-over-year comparisons, especially if shoppers — who already waited it out over recent months for Amazon’s sales — anticipate finding the deals they want later in the week.

So what have Amazon customers been waiting to buy so far? As of July 9, most Prime Day purchases have been in household essentials, apparel and shoes, or home goods, Numerator found. The most popular items have included Liquid I.V. Packets, Dawn Platinum Powerwash, and Premier Protein Shakes. And more than half of the shoppers making those purchases had delayed buying these products until they went on sale, according to Numerator’s survey data.

Prime Day buyer behavior

In the meantime, data shows that Prime Day shoppers are continuing to exhibit behaviors seen in 2024. For example, Numerator found that 49% also planned to buy from the Walmart Deals event, with 38% expecting to shop at Target Circle Week. Early data from Adobe Analytics, which shows a rise in overall online spending, seems to indicate that there is more money to go around to all of these merchants in 2025 than there was in 2024.

If waiting until the last days of the week’s event to make bigger purchases proves to be what shoppers have in mind, then that too would echo behavior during the 2024 holiday shopping season when Cyber Monday outperformed the four days that preceded it in the Cyber 5.

As for the purchase activity that has already taken place, Numerator reported seeing 51% of the households participating in Prime Day shopping to have placed two or more separate orders so far, with each household spending about $126.26 on its combined orders. That’s less than the $152 per household Numerator saw by the end of Prime in 2024 — but with two days left to go, there is still time for shoppers to make up that difference.

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