Research conducted with users of Promobit, a deals community from the CASH3 group, 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 to Brazilian e-commerce.
With 37.3%, the electronics category leads in purchase intention preference. follow . Computer items also represent a significant share 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 on 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, this high spending is accompanied by caution: 70.1% of consumers say they plan and research prices before buying, while 29.9% focus on taking advantage of opportunistic offers.
Trust in Amazon is a decisive factor for the consumer.
For 52.9% of respondents, trust in the Amazon platform is the main factor in purchasing during Prime Day, an event exclusive to subscribers. Free shipping remains a major draw for 26.5% of shoppers , and 12.7% take advantage of the date to buy recurring products in larger quantities , highlighting the strategy of taking advantage of promotions on basic and everyday items.
The research also projects interest in Amazon devices: 24.5% show intent to purchase 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 product.
For Amazon Prime subscribers, the main motivation for subscribing to the platform (33.3%) is to take advantage of free shipping, while 27.5% are attracted by access to exclusive offers and discounts. Another 26% use the Prime benefits as a whole.
