39% Of Consumers Reduced Amazon Prime Day Spend This Year

As uncertainties around tariffs and the economy as a whole persist, consumers are becoming more deliberate with their purchases — even during tentpole shopping events. According to a July study by Wunderkind, a notable 39% of shoppers pulled back on Amazon Prime Day spending compared to previous years, with many consumers citing overall budget constraints. 

• Leading the Prime Day pullback was Gen X (49%) and women (48%), while on the flip side, millennials and Gen Z were more likely to spend more (both 39%).
• Over a third of those surveyed said Prime Day was not applicable to them, a sentiment that was felt even more so by boomers (60%). 
• For the 28% that did spend more on Prime Day year-over-year, limited time offers and special deals were the biggest incentive, cited by 32%. 
• Worries about future price increases prompted 21% of overall survey respondents to buy, with that jumping to 45% among boomers. 

Wunderkind notes that “compelling, time-limited offers and robust discounts are still key motivators, but budget fatigue and deal skepticism are real barriers. Addressing these with clear communication, early-bird incentives, and reassurance about future pricing will help brands stand out and drive engagement — especially for shoppers feeling the pinch.”

For more of the latest insights around consumers and tariffs, download Wunderkind’s July report here.