Prime Day review: Five key points of Amazon buyers’ shopping behavior

It is learned that after Prime Day ended, research firm CivicScience analyzed consumer behavior when shopping on Amazon during the promotion period and summarized five prominent points. These trends may continue into this year's fall Prime Day and holiday shopping.

1. This year’s Member Day consumer spending level is higher than last year

CivicScience data shows that among Amazon buyers who participated in the big promotion this year, more than 42% said they spent more money this year compared to last year, 22% said much more, and less than a third said their spending was lower than in 2022. But most consumers' spending levels are the same as last year.

In addition, although most buyers spent less than $100, accounting for about 62%, 38% of consumers spent more than $100, up from 23% in 2022. In addition, more consumers made unplanned purchases this year, accounting for about 26%.

2. They are also active in shopping on platforms other than Amazon

CivicScience data shows that among consumers who shopped on Amazon Prime Day, 20% also shopped at Walmart+ week events, 16% participated in BestBuy's July promotions, and 15% shopped at Target's Circle week events. In addition, Prime Day consumers also participated in promotions at Kohl's and Macy's.

Many consumers also shop at other marketplaces, such as Overstock.com, QVC and HSN, as well as grocery retailers like Whole Foods Market and Trader Joe's.

Shoppers who favor apparel brands like Nike, Skechers and Tommy Hilfiger were not active during this year’s Prime Day shopping event. The apparel category on Amazon also did not attract many shoppers, and the platform itself does not have many well-known brands.

3. Shopping is not all about price

According to research from CivicScience, Amazon shoppers are not as price-sensitive as the average consumer, are less driven by brands’ social awareness and political views, do not intentionally shop for local businesses, and are even less likely to compare product reviews and prices.

55% of the respondents said that brand and price are equally important. Only in certain categories, such as electronics or household items, will they pay more attention to price. In addition, more consumers take advantage of big sales and discounts to buy specific brands and product types, and the prices of these brands and products are the lowest at this time.

4. Passion for technology, electronic and social media

According to CivicScience data, during Prime Day, Amazon buyers are more inclined to buy smart watches, smart home devices and VR products than ordinary consumers. Electronics have always been the best-selling category, followed by home furnishings and decorations. Despite the hot summer, outdoor products ranked last in Prime Day sales.

These buyers also use social media such as Snapchat, Twitter and Pinterest more frequently than the average consumer.

5. Age-income distribution is relatively even

The data shows that consumers aged 35 to 54 contributed the largest share of Amazon Prime Day sales, but the number of millennials (aged 25 to 34) increased the most. At the same time, the difference in the share of users in each age group was only 6%, so the distribution was relatively even.

The income distribution is also fairly even, with 38% of buyers making less than $50,000 per year, 32% making between $50,000 and $100,000, and 29% making more than $100,000 per year. But the motivations for shopping on Prime Day may differ among income groups.

Editor✎ Ashley/

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