Amazon’s Prime Day extravaganza occurred this month on July 12 and 13. Earlier CivicScience survey results predicted that this year’s event would see a healthy turnout among Prime members, especially for shoppers in search of electronics items. 

Amazon estimates that customers purchased more items this year than last year, although it has not yet released sales figures at time of writing. CivicScience post-Prime Day findings reveal that nearly one-third of all U.S. adults shopped the event (n=3,033).

A solid 70% of this year’s buyers purchased items that they originally planned to buy. And more than half of shoppers made impulse purchases. Amazon reports best-selling product categories were smart TVs, speakers, and home security tech, aligning with CivicScience pre-event data.

Young Gen Z shoppers were the most likely to make impulse purchases, while Millennials were the most likely to add impulse buys to their planned shopping list.

However, supply chain problems were certainly a factor this year. While just over half of Prime Day shoppers said that everything they wanted to buy was in stock, the other half encountered stocking shortages and more than one-quarter of shoppers said none of what they intended to purchase was available.

Empty-handed Prime shoppers may have turned to other retailers that were also holding competitive sales and promo events, such as Target and Walmart, many of which a good percentage of Prime Day shoppers originally planned to attend. 

Amazon may hold a second Prime Day later this year in the fourth quarter. Stay tuned for more retail consumer trends as we get closer to this year’s holiday season.