Prime Day 2019: Expanding the reach of Prime membership

Are deep discounts enticing consumers to shop on Prime Day? To find out, PwC surveyed 1,000 consumers to evaluate shopping trends for Amazon Prime Day 2019. And here is what we found:

  • 52% of consumers will wait for Prime Day deals this time of year
  • 40% told us they’ll make impulse buys if the price is right, but not without price comparisons
  • 55% will shop around for deals from other retailers

In response, retailers have typically matched Prime Day prices or offered discounts of their own, while underscoring for consumers that no membership fee is required for their deals. In fact, in anticipation of Prime Day, discounts starting in June have become more commonplace all around.

By the numbers: impact of Prime Day on consumer behavior

Consumers enjoy the convenience: 40% told us Prime Day offers opportunities to get the most out of their Prime membership. Which might well include a shift from branded products to private labels such as Amazon Basics if the (discounted) price is right. In fact, more than 60% told us Prime Day discounts are the reason they signed up for Prime membership in the first place.

Young consumers are especially enticed to sign up for Prime Membership by way of Prime Day deals: 73% of consumers aged 18-24 told us Prime Day deals were a deciding factor. And young consumers will also buy more: 40% of consumers aged 18-24 will buy more on Prime Day than they did on Cyber Monday 2018, compared to 28% of consumers aged 53 or older.

What will shoppers buy during Prime Day sales?

Electronics are the most popular item consumers will buy during Prime Day sales, especially for men: 67% told us they are looking for deals on electronics. Popular with women are beauty and personal care items: 53% plan to shop for these items. And while consumers told us groceries don’t figure heavily into their Prime Day buying decisions, consumer behavior certainly has shifted over the past few decades. Today, consumers are much more comfortable buying consumable items online that they replenish continually—such as shampoo, soap, pet food and other similar products.

How I will prepare for Prime Day

In anticipation of Prime Day, almost half of consumers aged 35 and older (49%) will research deals in advance. While a small percentage of consumers under 35 will do the same (40%), these younger consumers are also more likely than older shoppers to sign up for Prime Day deal watchlists.: 42% versus 35%. Meanwhile, a few Prime members told us they will pass on Prime Day this year.

Contact us

Tyson Cornell

Consumer Markets Industry Leader, PwC US

Eric Shin

Consumer Markets Tax Leader, PwC US

Tom Puthiyamadam

­Global Digital and Consumer Markets Advisory Leader, PwC US

Melissa Palmer

Consumer Markets Assurance Leader, PwC US

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