Survey conducted with Promobit users, CASH3 group’s deals community, reveals that 86.8% of consumers plan to make purchases during Amazon Prime Day 2025, while 12.3% are still undecided and only 1% do not intend to buy anything during the event, highlighting the event’s relevance for Brazilian e-commerce.
With 37.3%, the electronics category leads purchase intention preferences. Next are smartphones (27.5%) and home appliances (27%). Computer items also represent a significant portion with 26% of intentions, reflecting the search for products that combine functionality and technology.
This data may reveal a shift in consumer behavior compared to last year. According to information released by Amazon, the category with the highest sales volume during Prime Day 2024 was Personal Care and Cleaning, followed by Books and Beauty.
Spending in 2025 is also expected to increase, with 38.7% of consumers planning to spend over R$500. Another 23% intend to spend between R$201 and R$500. However, higher spending comes with caution: 70.1% of consumers say they plan and research prices before buying, while 29.9% focus on taking advantage of opportunistic deals.
Trust in Amazon is a decisive factor for consumers
For 52.9% of respondents, trust in Amazon’s platform is the main purchasing factor during Prime Day, an event exclusive to subscribers. Free shipping remains a major attraction for 26.5% of buyers, and 12.7% take advantage of the date to buy recurring products in larger quantities, highlighting the strategy of leveraging promotions for basic and everyday items.
The survey also projects interest in Amazon devices: 24.5% show purchase intention for Echo devices with Alexa, followed by 19.1% for Amazon Fire TV Stick and 7.4% for Kindle. Still, 49% of respondents do not intend to purchase any Amazon products.
For Amazon Prime subscribers, the main motivations for subscribing to the platform are free shipping for 33.3%, while 27.5% are attracted by access to exclusive deals and discounts. Another 26% use Prime benefits as a whole.
