2025 Amazon Prime Day Study

Amazon’s biggest sales event is back and it’s longer than ever, giving shoppers four days to consider Prime Day deals compared to just two days in years past. Combined with the ongoing development of international trade negotiations and deteriorating US consumer sentiment, it’s clear that this year’s event will be unique for a number of reasons.

To better understand how Amazon’s most valuable shoppers expect to shop during Prime Day this year, Tinuiti surveyed 1,002 US Prime members in May 2025. In this report, you’ll learn all about the key trends we uncovered, including:

• How many more Prime members expect to shop during Prime Day this year compared to last year.
• Increased demand for big discounts as consumers look for savings against the backdrop of higher US tariffs.
• The halo effect of Prime Day as shoppers spill over onto other retailer sites, search engines, and social media platforms to browse products and research deals.

Download the 2025 Amazon Prime Day Study today to better understand how shoppers are thinking about this year’s sale and what they’ll be looking for.