Prime Day Spending Set to Hit $4.2B in Australia as Participation Jumps from 37% to 56% in a Year

Despite consumer confidence remaining near historic lows, demand for major sales events remains high. A new Omnisend survey of 1,028 Australian consumers found that 56% plan to shop during Amazon Prime Day this year, up from 37% who report having shopped in 2025.

Spending intentions are also strong: 64% expect to spend the same amount (38%) or more (26%) than they did last year, while 51% anticipate spending up to $200. Only 10% say they plan to spend less than they did during the previous Prime Day.

Overall, Australians are expected to spend $4.2 billion during Amazon Prime Day. 

“But despite ongoing inflation concerns, tariff-related price pressures, and consumers being more selective with their spending, they’re not sitting out major shopping events. Instead of browsing for impulse purchases, many are treating Prime Day as a planned savings opportunity, consolidating purchases they were already planning to make and stocking up on everyday essentials while discounts are available,” says Marty Bauer, Ecommerce Expert at Omnisend.

Convenience, discounts, and everyday essentials drive Prime Day interest

When asked what influences them to shop during Prime Day, most respondents pointed to steep discounts (62%), the convenience of shopping from home (44%), and being able to compare prices easily (31%).

Product categories generating the most Prime Day interest also suggest consumers are focused on practicality. Clothing and accessories lead at 46%, followed by electronics such as TVs (32%) and beauty products (32%).

Twenty percent are also planning to purchase groceries and household essentials, aligning with Amazon’s increasing focus on promoting grocery deals and household staples as part of the event.

“Prime Day isn’t just about finding a deal on a new TV anymore,” says Bauer. “For many households, it’s becoming a chance to lower the cost of everyday living. When consumers are looking at clothing, household essentials, and even groceries, it shows that major sales events are increasingly being used as a practical budgeting tool rather than an excuse to splurge.”