Amazon Prime Day is happening July 8–11 this year, and a clear trend is emerging. Shoppers are ready to browse, but they’re doing it more strategically.

According to a new RetailMeNot survey, 84% of U.S. adults say they plan to participate in Prime Day this year (vs 81% in 2024). That number jumps to 92% among those aged 45 to 60, and holds strong at 88% for Millennials.

Browsing Is Up, But Carts Are Lighter

Even though participation is high, shoppers are being more cautious with what actually makes it into their carts.

34% admit they’ll be browsing deals without always buying—proof that curiosity is high, but commitment is measured. On top of that, 28% of shoppers are comparing prices between Amazon and other retailers before checking out. Among shoppers aged 45 to 60, that number rises to 31%.

That more selective approach is showing up in the numbers. Shoppers plan to spend an average of $242 on Amazon during Prime Day, down $58 from last year. At other retailers offering competing sales, the expected spend is $188, down $38.

Tariffs Are Pushing People to Plan Ahead

Economic pressure is playing a role in how people are thinking about this year’s sales. One in five shoppers say they’re using Prime Day as a way to offset rising costs due to tariffs. Among Millennials, that number climbs to one in four.

Gen Z is making intentional moves, too. One in five adult Gen Zers wait for Prime Day to shop big-ticket items—an approach that feels more planned than impulsive.

For Some, Holiday Shopping Starts Now

16% of shoppers say they’re using Prime Day to start their holiday shopping. Gen Z is leading the way again, with 19% planning to check gifts off their list early. With inflation and supply chain concerns still hanging around, it’s no surprise people are buying ahead while the deals are strong.

Parents Are Turning to Prime Day for Back-To-School

It’s not just about gifts. Parents are planning ahead for back-to-school, too.

Among those with grade-school children, 24% say they’re shopping Prime Day to get what they need early. For parents of college students, that number is 20%.

So What’s Everyone Buying?

Shoppers are keeping things practical this year, with a few fun extras mixed in. Top categories include:

• Clothing, shoes, and apparel (36%)
• Pet supplies like food, toys, and grooming tools (29%)
• Grocery and pantry essentials (28%)
• Kitchen appliances and bakeware—think Keurig, Instant Pot, and Pyrex (25%)
• Health and wellness products, from supplements to fitness gear (25%)

From early gift grabs to back-to-school scores, Prime Day 2025 is full of ways to save. But the real win? Shoppers are showing up with a plan—and that’s the kind of trend we love to see.

Methodology: 

Source: Ziff Davis Shopping Q3 Seasonal Survey among Adults 18+. N=1157. Fielded in May 2025.

The post Shoppers Gear Up for Amazon Prime Day 2025 with a Cautious Eye on Tariffs and Budgets appeared first on The Real Deal by RetailMeNot.

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