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.
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