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Prime Day shopping overindexed toward high-income earners and Gen Xers this year, according to recently released survey results from Numerator.

The consumer-data company’s 2025 Canadian Prime Day CPG Highlights, based on a survey of 1,000 consumers, shows that Gen Xers, high-income earners, Caucasian/European and Latin American consumers were more likely than average Amazon shoppers to participate in the sales event from July 8 to 11.

By contrast, Gen Zers, baby boomers, lower-income households, as well as Asian and Black consumers, underindexed on Prime Day compared with Amazon’s broader shopper base.

Across income levels, budget constraints were the top concern, followed by inflation. Trade conflicts were a bigger worry for higher earners than lower earners.

More than half of shoppers (54%) used Prime Day to finally buy an item they’d been waiting to get on sale. Thirty-five per cent shopped general Prime Day deals, down from 47% in 2024. Meanwhile, a third (33%) simply stocked up on the same items they typically buy on Amazon.

Purchases were led by household essentials (28%), health and wellness (22%) and home goods (22%).

Beauty or cosmetics (21%) and pet products (18%) remain high-priority categories, showing Prime Day appeal extends beyond just necessities.

Gift cards and large appliances comprised 2% of purchases.

Gen Z shoppers dominated in health and beauty purchases (83% versus 58% for baby boomers), while boomers led in household goods (40% versus 25% for Gen Z) and grocery (28% versus 13%).

Household cleaners, vitamins and supplements, laundry, skincare and batteries led in growth this year. The biggest laggards were beverages and dishwashing products, followed by performance nutrition, oral hygiene and makeup.

In terms of share of spend captured on Amazon Prime, P&G’s Oral-B claimed top spot, followed by other popular CPG companies such as Charmin and Hill’s Pet.