Inflation-wary consumers pulled back on spending during the Amazon Prime Day sale, with order sizes by dollar amount dropping more than 10% year over year, according to early figures from data analytics firm Numerator.
The “early read” numbers, which will eventually be adjusted for a final report later in July, revealed that average order size declined 10.65% to $47.66 from $53.34 in 2025. This year’s Prime Day sale ran from June 23 through June 26.
Preliminary numbers also show that the Seattle-based retail giant experienced an 8.26% decline in average household spending, which came in at $143.45, down from $156.73 in 2025. Nearly two-thirds (63%) of households that made purchases placed more than one order, according to Numerator.
GLP-1 shakes a big winner
The biggest seller of the Amazon Prime Day sale was Premier Protein Shakes, which are low-sugar, high-protein drinks that have grown in popularity with the rise of GLP-1 drugs.
Shoppers also stocked up on Liquid I.V. Packets, which are a long-running Amazon Prime Day go-to.
“Over two-thirds (69%) of items purchased sold for under $20, while just 3% were priced above $100, resulting in an average spend of $23.23 per item, down from $24.59 last year,” Numerator reported.
Groceries were the sixth largest product category for the sale, making up 16% of purchase volume.
Amazon Prime members return
The sale was highly anticipated by Amazon Prime loyalty program members, with 84% of shoppers reporting membership in the program.
More than nine in 10 members (93%) have been enrolled in the program for more than a year. Ninety-three percent of members also knew when Amazon Prime Day was scheduled before the sale.
Thirty-seven percent of survey respondents said Prime Day was their reason for shopping, and 89% said they had shopped Prime Day sales in the past.
“The typical observed Prime Day shopper was a high-income, suburban woman between the ages of 45 and 64,” Numerator noted.
Who shopped on Amazon Prime Day?
More than three-quarters (77%) of all Amazon Prime Day purchases were made by women.
Shoppers aged 65 and older were the biggest customers this year, making up 31% of all purchases. These are followed by those aged 55 to 64 at 20%, 45 to 54 at 19%, 35 to 44 at 18% and under 34 at 13%.
More than half (52%) of Prime Day shoppers compared prices with other retailers, and they mainly checked summer sales at Walmart (49%) and Target (32%), according to Numerator.
Satisfaction with the deals was relatively high, but below 2025 levels, Numerator reported.
“Over half of Prime Day shoppers (59%) reported high satisfaction with the deals available during the event, down from two-thirds (68%) last year,” the report said.
