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

Amazon Prime Day is coming early this year. The event, which is usually held in July, has been brought forward to June 23–26, giving people the chance to shop before the 250th anniversary of Independence Day. The earlier date means an additional challenge for sellers. Experts talk about all-time-low consumer sentiment, the summer sales season is already highly competitive, and now sellers have even less time to prepare their strategy and positioning for Prime Day. 

Nevertheless, our recent survey of 1,370 American consumers shows that despite inflation, tariffs, and a greater awareness of prices, shoppers are eager to see what sellers have to offer. 

Key findings

• This year, 55% of US consumers plan to shop during Amazon Prime Day – up from 45% compared to last year 
• 66% of those surveyed said that they plan to spend the same amount or more than they did during the previous event
• 59% of Americans plan to spend up to $200 this upcoming Prime Day 
• The majority of people (53%) say steep discounts are the biggest motivator to shop during Prime Day
• 59% say they actively look for products with a Made in USA tag when they shop during Prime Day
• Only 8% of Americans expressed willingness to pay more than 10% extra for American-made products

Why this year’s Prime Day should defy low expectations

Ecommerce experts have quite low expectations for this summer due to elevated inflation, persistent tariff pressure, and deal-seeking behavior that’s been an increasingly prominent feature of the market. Yet, our survey shows that it’s not all doom and gloom for sellers. 

In contrast to research from the University of Michigan, which concluded that the current consumer sentiment is lower than at any point in history, our data revealed that a bigger portion (55%) of Americans are planning to participate in this year’s Prime Day than did last year (45%). Additionally, 46% plan to spend the same amount of money as they did in 2025, while 20% will increase their spending.

The majority (59%) of those participating in Prime Day expect to spend up to $200, with the most common range being $100-$199 (22%). 

[Graph 1: how much do you plan to spend during Prime Day?]

Economic uncertainty is perfectly reflected by the fact that prices are the biggest motivator to shop during this year’s event. 53% of those surveyed named steep discounts as their main influence, while 23% are motivated by lightning deals on limited inventory. 

People also point out that the online shopping experience itself influences their decision to participate. 36% say it’s convenient to shop from home, while 23% like being able to compare prices easily.

[Graph 2: what most influences you to shop during Prime Day?]

“Despite ongoing inflation concerns, tariff-related price pressures, and consumers being more selective with their spending, demand for Prime Day remains strong,” says Marty Bauer, Ecommerce Expert at Omnisend. “It must be emphasized, however, that high consumer interest doesn’t necessarily mean they’re confident about the economy. On the contrary, a lot of people are using Prime Day strategically. Their plan is to stock up on everyday essentials while there are discounts available.“

Why “Made in the USA” is a motivating, but not deciding factor

This year Americans are meeting Prime Day with a highly practical approach. When asked what purchases they are planning to make on Prime Day, Americans most commonly mentioned apparel (41%) along with electronics (38%) and beauty products (26%). The sense of economic uncertainty is also reflected by the fact that 22% of those surveyed are planning to purchase groceries and household essentials during Prime Day.

The latter finding aligns with Amazon’s increasing focus on promoting grocery deals and household staples as part of the event and the retailer’s push to compete head-to-head with Walmart. Prime Day will most likely come with sales and discounts in major categories like appliances, office supplies, home and garden, and more, so we can expect strong year-over-year growth for the month.

[Graph 3: what products are you most interested in purchasing during Prime Day?]

This Prime Day will also be characterized by patriotic sentiments that are currently running high in the country. After all, the US is preparing for its semiquincentennial Independence Day celebrations. Unsurprisingly, 59% say they actively look for Made in USA products during Prime Day, and the same share of Americans expressed willingness to pay more for them. 

However, this love for American-made products is not infinite: only 8% would be willing to pay more than 10% extra for them. This aligns with an Omnisend survey conducted in January 2026, which found that 58% of Americans report making a conscious effort to buy more U.S.-made products over the past year — yet only 9% say they would accept a premium above 10% for domestic goods.

[Graph 4: Are you willing to pay more for Made in USA products during Prime Day?]

“This year’s Prime Day arrives just days before the nation’s 250th Independence Day celebrations, which could give an added boost to interest in American-made products. While shoppers remain highly price-conscious, our data suggests consumers still want to support domestic manufacturing when the price difference is reasonable. Retailers that can pair competitive discounts with a compelling ‘Made in USA’ message may find an especially receptive audience,” says Bauer.

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

This year’s Prime Day seemed to be destined to be overshadowed by the FIFA World Cup and the Independence Day festivities. Not to mention economic strain dampening the retailers’ enthusiasm. Yet, the data tells a more optimistic story. Participation is up, spending intentions are steady, and shoppers are actively looking for deals.

Yes, early arrival means a tight timeline for sellers, but the opportunities are just as real as ever. Consumers are eager to make full use of all the discounts, and there is also a very real opening for brands that can authentically highlight American-made products to make some waves. As long as pricing remains competitive, of course. 

Methodology

The survey was commissioned by Omnisend and conducted by Cint in April 2026. A total of 1,370 U.S. respondents were questioned. Quotas were placed on age, gender, income, and place of residence to achieve a nationally representative sample among users. The margin of error is +/-3 percent.

Results are based on self-reported consumer intentions, which may differ from actual shopping behavior. Spending estimates reflect planned rather than realized expenditure.

FAQ

• How many Americans plan to shop Amazon Prime Day 2026?

55% of US consumers plan to shop during Amazon Prime Day 2026, up from 45% the previous year.

• What product categories are most popular during Amazon Prime Day 2026?

Practical everyday items will be top sellers. Clothing and accessories top the list at 41%, followed by consumer electronics (38%) and beauty products (26%). Also, 22% of Americans are planning to use Prime Day to stock up on groceries. 

• Are US consumers willing to pay more for Made in USA products during Prime Day?

Yes, but only to a point. 59% of Prime Day shoppers actively look for Made in USA products, and a similar share say they’re willing to pay a premium for them. 

• How does Prime Day 2026 consumer intent compare to Prime Day 2025?

Participation is up 10 percentage points year-over-year (55% vs. 45%), and 66% of shoppers plan to spend the same or more than they did in 2025.

• What factors most influence US shoppers’ decisions to buy during Prime Day?

Steep discounts are the top motivator for 53% of shoppers, followed by lightning deals and limited-time offers (23%). 

• What share of Prime Day shoppers plan to spend the same or more than last year?

66%. 46% expect to spend roughly the same as in 2025, while 20% plan to spend more.

How to cite this report

Short citation (inline-friendly): Omnisend (2026). Amazon Prime Day 2026 survey: While experts are pessimistic, shoppers are getting ready to spend. Retrieved from https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

APA format: Omnisend. (2026, June 10). Amazon Prime Day 2026 survey: While experts are pessimistic, shoppers are getting ready to spend. Omnisend. https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

MLA format: Omnisend. “Amazon Prime Day 2026 survey: While experts are pessimistic, shoppers are getting ready to spend.” Omnisend, 2026, June 10, https://www.omnisend.com/blog/amazon-prime-day-2026-survey/ 

Chicago format: Omnisend. “Amazon Prime Day 2026 survey: While experts are pessimistic, shoppers are getting ready to spend.” Omnisend. 2026, June 10. https://www.omnisend.com/blog/amazon-prime-day-2026-survey/