What we learned from real electronics shoppers in the moments that mattered
Real shopper behavior, real-time insights, zero fluff
When it comes to Amazon Prime Day, the difference between a cart-stuffer and a cart-abandoner comes down to knowing what actually moves the needle. So we went straight to the source: shoppers who bought consumer electronics during Prime Day 2025.
These are your Prime Day electronics insights, direct from real Amazon electronics shopper behavior. Here are 10 punchy takeaways for brands who sell or advertise on Amazon, backed by data, not guesswork.
Top 10 Consumer Electronics Market Insights From Prime Day 2025
1. Headphones Were the Star of the Show
Nearly 70% of electronics shoppers bought headphones, more than any other category.
Strategic Takeaway:
Headphones aren’t just a category… they’re a Prime Day anchor. Brands here should lead the charge with bold offers and premium tiers.
2. Amazon Was the First (and Last) Stop
Almost every electronics shopper (96.7%) made a purchase at Amazon during Prime Day.
Strategic Takeaway:
For electronics, Amazon is the playing field. Amazon product page optimization isn’t optional. If you’re not optimized, you’re not in the game.
3. Deals Mostly Hit the Mark
54.3% of electronics buyers reported that the discounts exceeded their expectations.
Strategic Takeaway:
Exceeding expectations isn’t easy, but it’s worth it. Highlight savings creatively to stand out even when the deal is solid.It’s a key part of your Prime Day advertising strategy.
4. Ads Were Seen, Loud and Clear
Over 93% of electronics shoppers recalled seeing a Prime Day ad.
Strategic Takeaway:
Ad recall was near universal. Brands should invest early in upper-funnel reach, it pays off when the cart opens.
5. Smartwatches Showed Serious Muscle
Wearables were the second most purchased category after headphones.
Strategic Takeaway:
Smartwatches are moving into the mainstream. Leverage health, utility, and lifestyle positioning to win new adopters.
6. Shoppers Had Purpose, and Came Ready to Buy
63% of electronics buyers only selected one category; they knew what they wanted.
Strategic Takeaway:
Buyers came with intent. Product pages need to convert, not just inform. Eliminate friction and build urgency.
7. TV Shoppers Still Showed Up
One-third of electronics shoppers picked up a TV during Prime Day.
Strategic Takeaway:
TVs remain a high-interest item. Feature bold specs, big brands, and eye-catching deals to capitalize.
8. Notebook and Tablet Buyers Were Quiet but Present
Notebooks and tablets were picked up by about 1 in 5 electronics buyers.
Strategic Takeaway:
It’s not a headline category, but it’s not invisible. Brands here should emphasize everyday performance and long-term value.
9. Very Few Walked Away Disappointed
Only 3% of electronics shoppers said the deals didn’t meet expectations.
Strategic Takeaway:
Satisfaction was strong. Brands should reinforce that value post-purchase to turn buyers into promoters.
10. The Big 4 Dominated: Headphones, Wearables, TVs, Smartphones
These four categories made up the majority of electronics purchases.
Strategic Takeaway:
Want Prime Day volume? Be in one of these categories, or tie to them with smart bundles.
OpenBrand Prime Day 2025 Survey Methodology Overview
Survey Structure and Timing
OpenBrand conducted three distinct consumer surveys to capture attitudes, behaviors, and comparisons over time across stages of the shopping journey surrounding Amazon Prime Day 2025:
- Pre–Prime Day Survey (n=725)
Fielded: July 2 – July 7, 2025
Purpose: Gauge planned participation, expectations, and awareness of Prime Day promotions - During–Prime Day Survey (n=700)
Fielded: July 8 – July 11, 2025
Purpose: Capture real-time reactions, purchases, frustrations, and ad exposure during the sales event - Post–Prime Day Survey (n=700)
Fielded: July 12 – July 17, 2025
Purpose: Understand downstream purchasing, satisfaction, returns, and follow-on intent
All surveys were fielded online using our MindShare proprietary panel syndication process. Respondents were a random sampling of U.S. adults (18+) screened for awareness of Amazon Prime Day 2025.
Sample Composition
- Total Sample Size: 2,125
- Sample Stratification: Each wave analyzed separately and in aggregate for trend validation
Durable vs. Non-Durable Shopper Classification
Respondents were classified based on the types of products they reported shopping for or purchasing:
Durable Goods Categories:
- Appliances
- Electronics
- Tools & Equipment
- Home Goods (e.g., storage, décor, furniture)
Non-Durable Categories:
- All other
Respondents could be included in both groups if they shopped across categories. However, segment-specific insights are based on exclusive or majority-category behaviors.
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