Press Release

For immediate release

A fifth of the British population (20%) plan to shop the Amazon Prime Day sales this year

  • Half of Amazon Prime Day shoppers plan to buy an Amazon product, like a Kindle or an Echo, or a service like Amazon Prime.
  • Younger Brits are more likely to purchase Amazon tech products, with 11% of Gen Z and 10% of Millennials saying they intend to make an Amazon tech purchase.
  • 10 June, 2021, LONDON –

    A survey conducted by the shopping comparison site, found that 1 in 5 British adults (20%) plan to shop the Amazon Prime Day sales this year, meaning an estimated 10.9 million Brits will be heading to Amazon’s website to make purchases on the 21st and 22nd of June.

    Half of those planning to shop during Prime Day 2021 will buy an Amazon product or service ( like a Kindle or an Echo, or an Amazon service like Amazon Prime), while the remaining 10% aren’t planning to make any Amazon-specific purchases. 4% 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.

    Amazon Prime shopping plans by gender
    Surprisingly, 23% of men plan to shop Amazon Prime Day, compared to 18% of women. The biggest gender gap can be seen among Amazon tech products and other consumer tech products, which men are more likely to purchase.

    Amazon Prime shopping plans by generation
    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 than older generations 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. This is higher than the 8% of 35-44-year-olds, 7% of 45-54-year-olds and 55-64-year-olds, and 5% of those aged 65+ who displayed an interest in buying Amazon tech during the Prime Day sales.

    Georgia-Rose Johnson, shopping specialist at the personal finance comparison site,, gives advice on how to navigate the sales event: “Amazon Prime Day can be the best day of the year to get deals and discounts on Amazon branded products like Kindles and Alexa speakers, so it’s no surprise that these products top the list of things Brits plan to buy on June 21.

    However, not all deals may be as good as they seem. To ensure you get the best bargains during this year’s Prime Day sales, it is always worth quickly looking around to see if the product is cheaper elsewhere. You can also use Camel Camel Camel, which is a free site that allows you to see the price of a product on Amazon over time – if the product has been cheaper leading up to Amazon Prime Day then you may want to wait and see if it falls again afterwards!


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