Reasons to Read

• Understand how value-focused consumer behavior could shape Prime Day 2026 spending patterns.
• Discover which product categories are expected to attract the strongest consumer interest during the event.
• Learn why actual Prime Day purchases often differ from shoppers’ pre-event purchase intentions.
• Explore how Prime Day’s earlier June timing could influence seasonal and back-to-school shopping activity.
• Analyze how competing retailers are aligning promotional events around Prime Day to capture mid-year demand.
• Evaluate Prime Day’s growing role in shaping consumer spending and promotional activity across the retail sector.

Data in this research report include:

• Consumer expectations for Prime Day 2026 shopping and spending
• Product categories consumers expect to purchase during Prime Day
• Planned spending compared to Prime Day 2025
• Back-to-school purchase intentions related to Prime Day
• Consumer browsing and purchasing expectations during Prime Day
• Amazon Prime Day timing, promotional strategy and category focus
• Competitive promotional activity by major retailers during the Prime Day period

Companies mentioned in this report include: Amazon, Walmart, Target

Other relevant research:

• All our coverage of Amazon’s Prime Day (including in Western markets and from past years)
• Retailer Dashboard: Amazon
• The Amazon Databank brings together a range of proprietary Coresight Research data on Amazon, with a focus on its US retail and marketplace operations.
• More reports on e-commerce and festivals/holidays