Amazon Prime Day 2026 survey: While experts are pessimistic, shoppers are getting ready to spend

Amazon Prime Day is coming early this yr. The occasion, which is normally held in July, has been introduced ahead to June 23–26, giving folks the prospect to buy earlier than the 250th anniversary of Independence Day. The sooner date means an extra problem for sellers. Consultants speak about all-time-low client sentiment, the summer time gross sales season is already extremely aggressive, and now sellers have even much less time to organize their technique and positioning for Prime Day. 

Nonetheless, our current survey of 1,370 American shoppers reveals that regardless of inflation, tariffs, and a better consciousness of costs, buyers are desperate to see what sellers have to supply. 

Key findings

• This yr, 55% of US shoppers plan to buy throughout Amazon Prime Day – up from 45% in comparison with final yr 
• 66% of these surveyed mentioned that they plan to spend the identical quantity or greater than they did through the earlier occasion
• 59% of Individuals plan to spend as much as $200 this upcoming Prime Day 
• The vast majority of folks (53%) say steep reductions are the most important motivator to buy throughout Prime Day
• 59% say they actively search for merchandise with a Made in USA tag after they store throughout Prime Day
• Solely 8% of Individuals expressed willingness to pay greater than 10% additional for American-made merchandise

Why this yr’s Prime Day ought to defy low expectations

Ecommerce consultants have fairly low expectations for this summer time resulting from elevated inflation, persistent tariff strain, and deal-seeking habits that’s been an more and more outstanding function of the market. But, our survey reveals that it’s not all doom and gloom for sellers. 

In distinction to research from the College of Michigan, which concluded that the present client sentiment is decrease than at any level in historical past, our information revealed that a much bigger portion (55%) of Individuals are planning to take part on this yr’s Prime Day than did final yr (45%). Moreover, 46% plan to spend the identical amount of cash as they did in 2025, whereas 20% will enhance their spending.

The bulk (59%) of these collaborating in Prime Day count on to spend as much as $200, with the commonest vary being $100-$199 (22%).  [Graph 1: how much do you plan to spend during Prime Day?]

Financial uncertainty is completely mirrored by the truth that costs are the most important motivator to buy throughout this yr’s occasion. 53% of these surveyed named steep reductions as their essential affect, whereas 23% are motivated by lightning offers on restricted stock. 

Individuals additionally level out that the net procuring expertise itself influences their choice to take part. 36% say it’s handy to buy from residence, whereas 23% like having the ability to examine costs simply.

“Regardless of ongoing inflation considerations, tariff-related value pressures, and shoppers being extra selective with their spending, demand for Prime Day stays sturdy,” says Marty Bauer, Ecommerce Professional at Omnisend. “It have to be emphasised, nonetheless, that prime client curiosity doesn’t essentially imply they’re assured in regards to the financial system. Quite the opposite, lots of people are utilizing Prime Day strategically. Their plan is to refill on on a regular basis necessities whereas there are reductions accessible.“

Why “Made within the USA” is a motivating, however not deciding issue

This yr Individuals are assembly Prime Day with a extremely sensible method. When requested what purchases they’re planning to make on Prime Day, Individuals mostly talked about attire (41%) together with electronics (38%) and wonder merchandise (26%). The sense of financial uncertainty can also be mirrored by the truth that 22% of these surveyed are planning to buy groceries and family necessities throughout Prime Day.

The latter discovering aligns with Amazon’s growing deal with promoting grocery deals and family staples as a part of the occasion and the retailer’s push to compete head-to-head with Walmart. Prime Day will probably include gross sales and reductions in main classes like home equipment, workplace provides, residence and backyard, and extra, so we will count on sturdy year-over-year development for the month. [Graph 3: what products are you most interested in purchasing during Prime Day?]

This Prime Day will even be characterised by patriotic sentiments which might be presently working excessive within the nation. In spite of everything, the US is making ready for its semiquincentennial Independence Day celebrations. Unsurprisingly, 59% say they actively search for Made in USA merchandise throughout Prime Day, and the identical share of Individuals expressed willingness to pay extra for them. 

Nevertheless, this love for American-made merchandise shouldn’t be infinite: solely 8% could be prepared to pay greater than 10% additional for them. This aligns with an Omnisend survey performed in January 2026, which discovered that 58% of Individuals report making a acutely aware effort to purchase extra U.S.-made merchandise over the previous yr — but solely 9% say they’d settle for a premium above 10% for home items. [Graph 4: Are you willing to pay more for Made in USA products during Prime Day?]

“This yr’s Prime Day arrives simply days earlier than the nation’s 250th Independence Day celebrations, which may give an added increase to curiosity in American-made merchandise. Whereas buyers stay extremely price-conscious, our information suggests shoppers nonetheless need to assist home manufacturing when the value distinction is cheap. Retailers that may pair aggressive reductions with a compelling ‘Made in USA’ message might discover an particularly receptive viewers,” says Bauer.

That is why you shouldn’t be too pessimistic about Prime Day 2026

This yr’s Prime Day appeared to be destined to be overshadowed by the FIFA World Cup and the Independence Day festivities. To not point out financial pressure dampening the retailers’ enthusiasm. But, the information tells a extra optimistic story. Participation is up, spending intentions are regular, and buyers are actively searching for offers.

Sure, early arrival means a good timeline for sellers, however the alternatives are simply as actual as ever. Customers are desperate to make full use of all of the reductions, and there’s additionally a really actual opening for manufacturers that may authentically spotlight American-made merchandise to make some waves. So long as pricing stays aggressive, after all. 

Methodology

The survey was commissioned by Omnisend and performed by Cint in April 2026. A complete of 1,370 U.S. respondents have been questioned. Quotas have been positioned on age, gender, earnings, and place of residence to attain a nationally consultant pattern amongst customers. The margin of error is +/-3 %.

Outcomes are primarily based on self-reported client intentions, which can differ from precise procuring habits. Spending estimates mirror deliberate fairly than realized expenditure.

FAQ

• What number of Individuals plan to buy Amazon Prime Day 2026?

55% of US shoppers plan to buy throughout Amazon Prime Day 2026, up from 45% the earlier yr.

• What product classes are hottest throughout Amazon Prime Day 2026?

Sensible on a regular basis objects shall be high sellers. Clothes and accessories high the checklist at 41%, adopted by client electronics (38%) and wonder merchandise (26%). Additionally, 22% of Individuals are planning to make use of Prime Day to refill on groceries. 

• Are US shoppers prepared to pay extra for Made in USA merchandise throughout Prime Day?

Sure, however solely to some extent. 59% of Prime Day buyers actively search for Made in USA merchandise, and an analogous share say they’re prepared to pay a premium for them. 

• How does Prime Day 2026 client intent examine to Prime Day 2025?

Participation is up 10 proportion factors year-over-year (55% vs. 45%), and 66% of buyers plan to spend the identical or greater than they did in 2025.

• What elements most affect US buyers’ choices to purchase throughout Prime Day?

Steep reductions are the highest motivator for 53% of buyers, adopted by lightning offers and limited-time gives (23%). 

• What share of Prime Day buyers plan to spend the identical or greater than final yr?

66%. 46% count on to spend roughly the identical as in 2025, whereas 20% plan to spend extra.

The right way to cite this report

Quick quotation (inline-friendly): Omnisend (2026). Amazon Prime Day 2026 survey: Whereas consultants are pessimistic, buyers are on the point of spend. Retrieved from https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

APA format: Omnisend. (2026, June 10). Amazon Prime Day 2026 survey: Whereas consultants are pessimistic, buyers are on the point of spend. Omnisend. https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

MLA format: Omnisend. “Amazon Prime Day 2026 survey: Whereas consultants are pessimistic, buyers are on the point of spend.” Omnisend, 2026, June 10, https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

Chicago format: Omnisend. “Amazon Prime Day 2026 survey: Whereas consultants are pessimistic, buyers are on the point of spend.” Omnisend. 2026, June 10. https://www.omnisend.com/blog/amazon-prime-day-2026-survey/