Initial Amazon Prime Day order size, spend slip from 2024

Amazon kicked off its 2025 Prime Day sales extravaganza with some slightly disappointing numbers.

Data from the Numerator Amazon Prime Day Tracker shows that as of 4 p.m. ET on Tuesday, July 8 (day one of Prime Day 2025), the average order size was $58.37, down approximately 1.7% from $59.78 in the same reporting period during Prime Day 2024.

Numerator data also indicates that 42% of households shopping Prime Day have already placed two or more separate orders (slightly less than the 45% of households that had placed two or more separate orders during the same time period in 2024), bringing the average household spend to roughly $106.41, down 3.6% from $110.4 the prior year.

The top items as of 4 p.m. ET on the first day of Prime Day 2025 were liquid IV packets, Dawn Platinum powerwash and premier protein shakes. Two-thirds of Prime Day items (66%) have sold for under $20, while 3% are over $100 — the average spend per item is $25.46, roughly 9% less than $27.97 at the same point during Prime Day 2024.

The top categories buyers say they’ve purchased are apparel & shoes, health and wellness, household essentials and home goods like bedding & décor. Fifty-six percent of shoppers purchased something they had been waiting to buy until it went on sale.

Numerator also examined demographic characteristics of the typical Prime Day shopper:

The typical observed Amazon Prime Day shopper is a high-income suburban female age 65 or older. The average age has increased significantly from 35 to 44 during the first day of Prime Day 2024.

98% knew it was Prime Day before shopping.

89% are members of Amazon Prime.

86% have been Prime members for one year or more.

86% have shopped Prime Day in the past.

Half said Prime Day was their main reason for shopping, down notably from 63% who gave the same reason at this point in 2024.

According to a recent survey from RetailMeNot, 84% of U.S. adults said they planned to participate in Prime Day this year, up from 81% in 2024. That number rose to 92% among those aged 45 to 60, while 88% of millennials planned on shopping during the event.

[READ MORE: Survey: 84% of adults plan to shop Prime Day this year]

During the Prime Day period, which for the first time in 2025 will last four days, shoppers said they intend to spend an average of $430, including $242 on Amazon and $188 at other retailers’ counter-sales – down $38 from the previous year.

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