Prime Big Deal Days Trends 2025: Durables Shopper Intent & Promotions

OpenBrand’s targeted Prime Consumer Tracker Survey runs before, during, and after the event, capturing intent and sentiment of shoppers specific to the consumer durables market. Respondents are classified based on the types of products they reported shopping for or purchasing, and all data is weighted against the U.S. Census.

Here are a few callouts of the data from OpenBrand’s latest survey on Prime Big Deal Days 2025.

While most consumers entered Prime Big Deal Days planning to buy consumer electronics and home goods, the data below reveals how plans shifted once deals went live.

While these were still the top categories purchases, each saw nearly a 15-point gap between what consumers expected to buy and what they actually purchased.

In fact, every major durables category underperformed against pre-event intent, signaling that shoppers were more cautious and selective once live pricing and promotions appeared.

Small Appliances saw the steepest drop — from 35% planned to under 20% purchased — suggesting limited perceived value or competing category appeal.

This pattern indicates intent compression, where consumers start the event with broad shopping interest but narrow their spending to the most compelling promotions and visible deals once the event begins.

Nearly 60% of shoppers spent less than $150, even though most planned to spend more. 

• A Return to Cautious Spending? The data points to a return to disciplined spending, even within deal-heavy environments — a shift that could reflect broader inflation fatigue or promotional fatigue in late 2025.
• Spending consolidated in the lower tiers, with the share of shoppers spending under $150 rising from 57% planned to 67% actual.
• The mid-tier ($150–$500) bracket fell by more than 7 points, showing reduced elasticity for higher-ticket items compared to previous events.
• This suggests consumers were more selective and budget-conscious, prioritizing categories with visible value and tangible discounts rather than larger discretionary purchases.
• Compared to July’s Prime Day 2025, this is a shift. Consumers planned to spend less, but ultimately spent more. 

OpenBrand’s pricing and promotions data was collected in real time during the Prime Big Deal Days sales event. Our optical processing technology interprets unstructured data with human-like understanding, enabling exceptional accuracy and market-scale visibility. 

Across the internet, Prime Big Deal Days saw:

• 9,345 unique promotions
• 23% average discount across durables
• Highest discount percent: Vacuums at an average of 27.6% and TVs at an average  of 26.9%
• Highest average savings: TVs at $384

While average discounts ranged from ~20% to 25%, the real takeaway lies in how shoppers responded to price-to-value balance by category.

OpenBrand’s Key Takeaways

• Recreation and Communication categories (including TVs, headphones, and mobile devices) led the pack with discounts around 25%, generating the highest dollar savings per purchase.
• Home Improvement followed closely, signaling strong value-driven engagement even in mid-tier price ranges.
• Appliances saw more modest discounts (around 20%), suggesting brands maintained tighter control on margin while still leveraging deal visibility.
• Despite similar percentage discounts, higher-ticket categories produced greater perceived value, reinforcing why consumers often shift their actual spending toward them once events begin.

To see the breakdown by product, check out the latest Prime tracker.

What started as a single-platform sales event has evolved into a retail ecosystem moment. Each new Prime Event now sparks participation across the entire marketplace, with major retailers launching competing promotions and consumers using every tool available to compare prices in real time.

For durables shoppers, that means “Prime” no longer begins and ends with Amazon. Now, it defines a multi-retailer, multi-channel buying window where value perception, pricing transparency, and promotional timing determine who wins the sale.

Price Comparison Is Now a Standard Behavior

Durables shoppers are entering each event more analytical than ever. According to OpenBrand’s tracker, 57% of consumers say they always compare prices, while another 9% check one or two other sources before purchasing.

Even in a Prime-branded event, only 14% of shoppers say they buy exclusively on Amazon. Nearly one in five now use dedicated price comparison apps, confirming that deal validation is part of the modern shopping routine.

OpenBrand’s Insights Repackaged: Shoppers are consciously verifying value across platforms before committing to a purchase, even during sales event like Prime Days.

Amazon continues to set the benchmark for deal quality, with 81% of shoppers naming it as offering the best discounts. Still, nearly 19% credited other retailers, proving that the competitive halo around Prime Events is real and growing.

Walmart continues to hold the strongest non-Amazon position, followed by Best Buy, Costco, and Home Depot—all of which benefit from spillover traffic as shoppers cross-check pricing and promotions during the Prime window.