Amazon Prime Day shopping statistics

Finder surveyed 2,004 Internet users in the UK for our Amazon Prime Day Shopping Report and found it ranks 7th out of 10 countries studied. The percentage of those surveyed in the UK who said they’d shop came to 25%, which is below the global average of 29%.

Of those who said they plan to shop, products for the home like homewares is the top choice for bargain hunters at 34%.

The second most popular option for shoppers is makeup and skincare at 25% and clothing and accessories in third place at 21.9%.

Men vs women: Who’s more likely to shop?

British men are more likely to say they’ll be shopping, with 26% of men planning to shop compared to 24% of women.

• Will shop
• What shoppers will be buying

Younger people most likely to shop the sales

Those aged 18–34 are the most likely to shop the sales, with 32% of people in this age group planning to shop.

• Will shop
• What shoppers will be buying

Global Prime Day trends

The Philippines leads the way for shoppers looking to score a deal on Prime Day 2022, with 46% saying they'll shop the sales. At the other end of the spectrum is New Zealand where just 11% said they'll be hunting for a deal on Amazon for Prime Day.

It should come as no surprise that the Philippines leads the way in 4 out of the 5 shopping categories, with 18% of survey respondents saying they'll be buying makeup and skincare, 15% buying clothing and accessories, 13% buying products for the home and 12% spending their money on gaming and tech gadgets like the Oculus or Xbox.

The only category where the Philippines didn't come out on top was consumer tech such as smartwatches and Airpods, which were most popular with Mexican shoppers (11%).

While New Zealand came in dead last for Prime Day shoppers overall, it was actually Australia that came in with the lowest percentages for people shopping the sales in 4 out of the 5 categories, with New Zealand scoring the lowest in products for the home (2.8%).

Globally, makeup and skincare will be at the top of shoppers' lists, with an average of 32% of shoppers saying they're looking for a deal on cosmetics. Other popular shopping categories include clothing or accessories (31%) and products for the home (e.g. homewares) at 28%.

How the sexes will be shopping

There is almost no difference in the appetite for shopping between men and women, with an average of 30% of men saying they'd shop around the globe compared to 28% of women.

The widest gap in favour of men shopping is in Mexico, where 46% of men said they'd be shopping compared to 39% of women. On the other side of the coin is New Zealand where it's skewed the other way with 13% of women saying they plan on shopping the sales compared to 9% of men.

Global age trends for Prime Day shoppers

Younger people worldwide are most likely to take advantage of Prime Day discounts, with an average of 34% of those aged 18–34 being potential Prime Day shoppers.

• Methodology

  Finder surveyed 15,957 individuals across 10 countries to analyze whether they were planning on shopping on Amazon Prime Day in 2022.

  The survey is designed by Finder and conducted by Google.

  Participants are Internet, smartphone and Google AdMob users. Sample sizes range from roughly 1,000 to 2,000 people and are directly proportional to population size. Participating countries are selected based on global Finder site traffic and availability on research platforms.

• 2021 report

  20% of British adults – an estimated 10.9 million people – plan to shop Amazon Prime Day 2021, according to Finder’s Amazon Prime Day shopping report. We polled a nationally representative sample of 2,001 Brits to find out what they plan to buy.

  Half of those planning to shop during Prime Day 2021 will buy an Amazon product or service

  10% of Brits say they plan to buy an Amazon product, like a Kindle or an Echo, or an Amazon service like Amazon Prime.

  The remaining 10% aren’t planning to make any Amazon-specific purchases. 4% of people plan to buy something for the home, such as furniture, 3% want to buy other consumer tech and 3% want to buy clothing, accessories or makeup.

  More men plan to shop Amazon Prime Day

  23% of men plan to shop Amazon Prime Day, compared to 18% of women. Men are more likely to buy products across all categories, with the exception of items for the home. The biggest gender gap is among Amazon tech products and other consumer tech products, which men are more likely to purchase.

  Younger Brits plan to shop Amazon tech

  Those aged 55-64 are the most likely to shop during Prime Day (23%), followed closely by 25-34-year-olds and 35-44-year-olds (22% each), 45-54-year-olds (21%), 18-24-year-olds (18%) and those aged 65+ (17%). However, younger Brits are much more likely to purchase Amazon tech products, with 11% of 18-24-year-olds and 10% of 25-34-year-olds saying they intend to make an Amazon tech purchase.

  How does the UK compare to the rest of the world?

  Methodology
  This data is from a nationally representative Google Survey of 2,001 British adults conducted by Finder in May 2021.