PRIME DAY
LIVE TRACKER 2026 – ENDED
Numerator’s Amazon Prime Day Tracker compiled a live look across Numerator data sources to bring immediate insights into what happened on Prime Day. Our 2026 tracker ran from June 23 through June 26. All insights shared in our live tracker represent an early read and are subject to change.
2026 Prime Day Highlights
This tracker was updated for a final time at 4PM ET on 6/26/26. The final update is based on:
How much did shoppers spend on Prime Day 2026?
The average Prime Day 2026 order size was $47.66, down from $53.34 in last year’s Prime Day early read. Nearly two-thirds (63%) of households shopping the event placed two or more separate orders, bringing average household spend to approximately $143.45, down from $156.37 last year.
What did people buy on Prime Day 2026?
The top-selling items on Prime Day 2026 were Premier Protein Shakes, Liquid I.V. Packets, and Temptations Cat Treats. Over two-thirds (69%) of items purchased sold for under $20, while just 3% were priced above $100, resulting in an average spend of $23.23 per item, down from $24.59 last year. The most commonly purchased categories were apparel & shoes, household essentials, and health & wellness. Nearly half of shoppers reported purchasing an item they had been waiting to buy until it went on sale.
Who shopped on Prime Day 2026?
The typical observed Prime Day shopper was a high-income, suburban woman between the ages of 45 and 64. Nearly all shoppers who placed an Amazon order during the event were aware it was Prime Day before making a purchase, and about a third cited the event itself as their primary reason for shopping. Prime Day also continued to attract returning participants, with 89% of shoppers reporting they had shopped the event in previous years.
What did Prime Day shoppers think of the deals?
Over half of Prime Day shoppers (59%) reported high satisfaction with the deals available during the event, down from two-thirds (68%) last year. More than half compared prices across retailers before completing their purchases. Prime Day shoppers also engaged with competing promotions, with 49% shopping or planning to shop Walmart Deals and 32% shopping or planning to shop Target Circle Deal Days.
Check out past Prime Day coverage from Numerator.
2025 Prime Day Recap Report
Our Prime Day Recap report leverages observed purchase behaviors from our Total Commerce Panel and Verified Voices survey insights from over 5,000 verified Prime Day shoppers. Learn more about who shopped, which categories grew the most, what shoppers thought of the deals offered, and how the sale compared to prior years.
