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Amazon’s Prime Day returns June 23-26th, notably several weeks earlier than the typical July sale in years past. The annual event, boasting millions of deals across various categories, will overlap with several other sales events this month, as retailers vie for consumers’ attention–and wallets. Amid continued economic uncertainty, ongoing conflict in Iran, and the ever-evolving impact of AI, how do consumers plan to show up for the event this year?
New CivicScience data show that overall participation intent is slightly down this year: 53% of Amazon Prime members plan to shop deals during Prime Day this year, a minor one-point drop from 54% for the July Prime Day event last year (among those aware of the sale). Sixteen percent say they already know what they want–down two percentage points since last year–while 38% plan to partake, but aren’t yet sure what they’ll buy–a two percentage point decrease year over year. Just under half of aware Prime members (46%) are not planning to participate at all–an increase of a single point.
Prime Day Spending Intent Trends Up
Although overall participation intent is slightly down, those who will be shopping during Prime Day next week are likely to spend more than they did last year. In fact, more than two in five (42%) Amazon Prime Day intenders who shopped last year anticipate spending more than they did in 2025–a seven percentage point increase compared to last year. With the mounting pressure of inflation and elevated gas prices hitting home, deal hunting is becoming a necessity amid tighter budgets. As such, the data indicate lower-income (under $50K) Prime members are setting the pace in upping their Prime Day spend this year, outranking other income levels by at least 11 points.
Electronics Purchases Lead, But Home Goods and Beauty Products Show Increased Interest
Additional consumer-declared data suggest a shift in what Prime Day shoppers plan to prioritize. Despite a four percentage point drop YoY, electronics continue to lead as the most popular item to buy during Prime Day deals. Home goods and decor saw a five percentage point increase, while beauty rose by four percentage points, usurping 2025’s second and third place categories. It’s worth noting that among these top categories are items that can improve the day-to-day experience, suggesting a collective interest in finding joy in the small moments.
Shoppers Get Ahead With Back-to-School Purchases
With so many categories on sale, it may come as no surprise that some savvy shoppers are taking the opportunity to stock up on school essentials. This year, 29% of Amazon Prime Day participants are ‘very’ likely to stock up on back-to-school items during the sale, while 12% say the same for their back-to-college needs.
Prime Day Shoppers Embrace AI
Artificial Intelligence will play a larger role this Prime Day, and shoppers are ready for it. While AI can be polarizing, Prime Day intenders are notably more receptive than the average American. In fact, 31% have used and liked AI for shopping, outpacing the general population by nine percentage points, while another 17% plan to try it soon (among those aware of AI support for shopping). With nearly half of Prime Day intenders open to AI, they represent an ideal audience for AI-supported retail experiences moving forward.
Prime Day Isn’t the Only Deal in Town
Amazon set the trend of summer sales with its Prime Day events, but of course, Amazon isn’t the only retailer cranking up the sales this month. Amazon competitors will also be hosting events alongside Prime Day, giving shoppers a choice of where they’ll score the best deals. Overall, 57% of U.S. adults say they plan to shop at least one of the summer sales events CivicScience studied. Among them, Amazon Prime Day is the clear leader, with 59% planning to partake. Meanwhile, just under half of respondents (47%) will participate in Walmart Deals, while 26% will aim to strike big during Target Circle Week.
With the Amazon Prime Day event just a week away, shopping looks to be shaping up differently this year. While overall intent to participate continues to trend down, spending intent among those participating continues to trend up. Whether stocking up on everyday essentials or getting ahead on back-to-school purchases, shoppers are navigating this year’s sale while keeping an eye on their priorities.
