Numerator: Home Products Rank High Among Early Amazon Prime Day Purchases

2025.07.16

Home products have been drawing a significant share of purchasing in the early phase of Amazon's Prime Day 2025 promotional event, according to market researcher Numerator.

The Numerator Prime Day Live Tracker indicated home goods were tied with health and wellness and household essentials for the second most purchased Prime Day category, with 29% of consumers reporting they had bought at least one item in the home segment. Tops was apparel and shoes, purchased by 33% while beauty or cosmetics held fifth position, purchased by 28%. Following were pet products, at 19%, consumer electronics and groceries, both at 15%, and, both at 11%, lawn and garden, and books, videos and other media, according to Numerator.

As of Wednesday morning, Numerator noted that the average Prime Day order size was $58.37. At that juncture, 42% of households shopping on the occasion had placed two or more separate orders, bringing the average household spend to $106.41. The average price per item purchased was $25.46.

Amid Prime Day 2024, the average price per item purchased was $28.47 in the Numerator tracker, while average order size was $60.03 and average household spend was $126.25. At the same point, home goods accounted for 25% of sales. In 2024, Numerator included a small appliances category in its tracking; however, the research firm has not yet broken out the small appliance segment in its 2025 reporting.

Purchasers are putting some emphasis on consumable items so far, a development some observers looked for given consumer wariness about spending these days and the extended four-day Prime Day period this year. The top three items purchased in the early Prime Day period were Liquid I.V. Packs hydration products, followed by Dawn Platinum Powerwash and Premier Protein Shakes.

Consumers approached Prime Day in different ways, with 56% of shoppers snapping up Prime Day purchases they had been waiting to buy and 39% ordering items they typically buy on Amazon. Then, 36% of Prime Day shoppers bought products offered as general discount deals, and 23% purchased items included in the event's Today's Big Deals.

Prime Day shoppers were mostly female at press time, at 79%, and middle-income at 46%, although they were closely trailed by high-income consumers at 40%. Older shoppers predominated with 30% aged 65 or older and 21% aged 55 to 64 years old. Suburban shoppers were the largest group by residency, at 43%, followed by urban consumers at 30% and rural at 28%.

Half of Prime Day shoppers checked out prices at other retailers in the course of their Amazon shopping, with Walmart and Target the foremost banners visited, at 44% and 39% respectively, according to Numerator. As for deal satisfaction, 41% of Prime Day shoppers were very happy with the deals they got, while 27% were extremely happy, and the same proportion who were somewhat happy, Numerator noted.