Free Newsletter$11B on the line: Prime Day 2026 by the numbers
Jennifer Marks //Editor in Chief//June 11, 2026
Chicago – Although half of U.S. consumers in a recent Numerator survey think Amazon’s Prime Day has lost some sparkle, 69% of them still believe it offers good values.
During the upcoming Prime Day – which will take place from June 23-26 – around 59 million U.S. households (43%) are expected to shop the event, according to the research firm. Planned Prime Day shoppers expect to spend over $11 billion, with the average planned household spend around $187.
Other findings from the survey:
Walmart is the top competition: Deal-minded shoppers won’t just scroll through Amazon deals. Sixty-four percent plan to shop other sales events as well, including Walmart Deals (42%), Target Circle Week (28%), Costco Summer Sales Event (22%), and Best Buy Black Friday Deals in July (13%).
Just looking around: Nearly half of consumers who plan to shop Prime Day (46%) don’t have a specific list; they’ll simply be browsing for interesting deals. A quarter of shoppers plan to stock up on items they buy regularly. In addition, 21% will focus on household essentials, 21% will look for higher-priced merchandise that they’ve put off buying, and 18% will search for discretionary/fun items.
Inflation driving engagement: Concerns about inflation are making 47% of consumers surveyed more likely to check out Prime Day this year compared to 20% who say it makes them less likely. Those numbers mirror the respondents’ apprehensions about the economy (44% vs. 18%) and gas prices (43% vs. 15%).
AI enters the mix: Only 22% of consumers in the survey said they will use AI to shop Prime Day deals. Among that group, 37% will turn to ChatGPT or another AI chatbot and 30% will tap into AI search tools. In addition, 28% plan to use AI-powered price comparisons across other retailers and/or AI coupon recommendations. Just 25% plan to use Amazon’s AI shopping assistant.
Numerator surveyed more than 3,000 U.S. consumers and analyzed purchase data from 200,000 panelists to weigh sentiment around and shopping intentions for Amazon Prime Day 2026.
