Numerator published early results from the first two days of this year’s extended Prime Day promotion, indicating that shoppers are interested in scoring savings on items for their home and pantry. Four of the top five items sold on July 8 and 9 were household or grocery products. The household essentials segment was tied for the top category with apparel and shoes, with 30% of Prime users buying those kinds of items. Health and wellness and beauty and cosmetics were other top categories for Prime Day 2025. Groceries also fared well, at least during the upfront part of the promotion. 15% of Prime customers ordered groceries during the first days of the event, more than toys and video games (12%), office/school supplies (11%), small appliances (10%) and books, videos and media (10%). Also reflecting shoppers’ value-centric mindsets is Numerator’s finding that the average Prime Day spend per order is $57.12. 35% of orders were placed for $20 or less. 57% of Prime Day shoppers compared Amazon’s prices to other retailers before buying something. 69% checked prices at Walmart, 46% compared prices to Target, 29% compared prices to club retailers like Sam’s Club or Costco and19% compared prices to traditional grocery stores.