United Kingdom (UK) Amazon Prime Day: Analysing Trends and Consumer Shopping Attitudes

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The Amazon Prime Day 2026 report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers on Amazon Prime Day. The report analyses the market, the main trends, and consumer attitudes.

Scope

More people bought at least one item on Amazon PriMore people bought at least one item on Amazon Prime Day this year, compared to the previous year

A key barrier to purchase remained consumers feeling like they did not need anything this year

Purchases via mobile devices increased this year, while laptop and tablet usage fell slightly compared to 2023me Day this year, compared to the previous year

Key Highlights

More consumers have access to an Amazon Prime account in 2026 than last year.

A higher proportion of consumers made at least one purchase on Amazon Prime Day 2026 compared to last year.

In 2026, a larger proportion of Amazon Prime Day shoppers used a laptop or desktop to complete their purchases compared to the previous year.

Reasons to Buy

Use our in-depth consumer insight to learn about which categories consumers purchased due to Prime Day offers.

Understand why consumers did or did not make a Prime Day purchase, to drive appeal of promotional activity in the future.

Discover which factors drove consumers to use Amazon for their purchases, such as convenience, value for money and delivery options, to maximise sales potential.

Amazon

Table of Contents

Consumer attitudes

Buying dynamics

Financial wellbeing

Prime Day spending

Amazon ratings

Barriers to purchase

Recipients

Device Usage

Fulfilment

Impact of timing

Signing up to Amazon Prime

Consumer expectations

Amazon Prime Day statements

Purchasing habits

Amazon Prime Day statements

Electricals & technology

Buying dynamics

Spending

Buying dynamics

Clothing & footwear

Buying dynamics

Spending

Buying dynamics

Entertainment & leisure

Buying dynamics

Spending

Buying dynamics

Homewares & furniture

Buying dynamics

Spending

Buying dynamics

Health & beauty

Buying dynamics

Spending

Buying dynamics

Specialty food & drink

Buying dynamics

Spending

Buying dynamics

Miscellaneous

Buying dynamics

Spending

Buying dynamics

Methodology

Table

Electricals & technology categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Electricals & technology shoppers buying on impulse vs planned (%), 2026 and 2025

Clothing & footwear categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Clothing & footwear shoppers buying on impulse vs planned (%), 2026 and 2025

Entertainment & leisure categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Entertainment & leisure shoppers buying on impulse vs planned (%), 2026 and 2025

Homewares & furniture categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Homewares & furniture shoppers buying on impulse vs planned (%), 2026 and 2025

Health & beauty categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Health & beauty shoppers buying on impulse vs planned (%), 2026 and 2025

Speciality food & drink categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Speciality food & drink shoppers buying on impulse vs planned (%), 2026 and 2025

Miscellaneous categories purchased by Amazon Prime Day shoppers (%), 2026 and 2025

Miscellaneous shoppers buying on impulse vs planned (%), 2026 and 2025

Figures

Amazon Prime penetration, total (2024-2026), by demographic and region (2026) (%)

Amazon Prime penetration breakdown, total and by demographic and region (2026) (%)

Amazon Prime Day shopper penetration, total (2024-2026), by demographic and region (2026) (%)

Amazon Prime Day shopper profile, by demographic and region (2026) (%)

Financial wellbeing, 2025 & 2026

Prime Day spending, 2025 & 2026

Amazon ratings, 2025 & 2026

Barriers to purchase, 2025 & 2026

Recipients, 2025 & 2026

Device Usage, 2025 & 2026

Fulfilment, 2025 & 2026

Impact of Amazon Prime Day on timing of purchasing, 2025 & 2026

Signing up to Amazon Prime, 2026 and change on last year

Consumer discount expectations, 2025 & 2026

Amazon Prime Day statements, 2026 and change on last year

Purchasing habits, 2026

Electricals & technology penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on electricals & technology, 2026 and change on 2025

Planned/impulse purchases – electricals & technology, 2026 and 2025

Clothing & accessories penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on clothing & accessories, 2026 and change on 2025

Planned/impulse purchases – clothing & accessories, 2026 and 2025

Entertainment & leisure penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on entertainment & leisure, 2026 and change on 2025

Planned/impulse purchases – entertainment & leisure, 2026 and 2025

Homewares & furniture penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on homewares & furniture, 2026 and change on 2025

Planned/impulse purchases – Homewares & furniture, 2026 and 2025

Health & beauty penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on health & beauty, 2026 and change on 2025

Planned/impulse purchases – health & beauty, 2026 and 2025

Speciality food & drink penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on speciality food & drink, 2026 and change on 2025

Planned/impulse purchases – Speciality food & drink, 2026 and 2025

Miscellaneous items penetration overall for 2026 and 2025, and by demographic, 2026

Average spend on miscellaneous items, 2026 and change on 2025

Planned/impulse purchases – Miscellaneous items, 2026 and 2025

United Kingdom (UK) Amazon Prime Day: Analysing Trends and Consumer Shopping Attitudes standard reports
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Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company


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