Amazon Prime Day 2020

Taking place on Oct 13 –14, Amazon Prime Day may have marked the unofficial start of the 2020 holiday shopping season. Major players like Target and Walmart also launched their own holiday promotions that week as the broader retail industry braces for expected distribution and shipping delays due to COVID-19. As advertisers and consumers alike prepare for a non-traditional “Cyber 5” weekend this November, we surveyed our audience to learn more about their shopping behavior on Amazon Prime Day and where they currently fall in their overall holiday shopping journey.  

November 4, 2020

Did you shop on Amazon Prime Day?


of Americans shopped on Amazon Prime day this year.

A circle chart showing 22% of Americans shopped on Amazon Prime day this year.

How would you describe your shopping behavior on Amazon Prime Day?

(select all that apply)

21% of Americans shopped for necessities on Amazon Prime Day. 21% purchased gifts for others while 20% were seeking out gifts for themselves.

A circle chart cpmparing what they were shopping for on Amazon Prime Day.

Compared to other generations:

  • Gen Zers were most likely to shop for gifts for themselves
  • The Silent Generation was most likely to shop for necessities
  • Baby boomers were most likely to seek out deals on specific items
A bar graph comparing how each generation shopped on Amazon Prime Day.

Were you satisfied with Amazon’s Prime Day deals this year?

86% of U.S. consumers were satisfied with Amazon's Prime Day deals.

A chart showing 86% of Americans were satisfied with the Prime Day deals this year

Did you spend more this year than last year when Amazon Prime Day took place in July?

44% of Americans reported spending more this year than on Amazon's 2019 Prime Day in July.

A circle chart comparing if Americans spent more this year on Prime Day than they did last year when it was in July.

Which best describes where you are in your holiday shopping journey?

20% of consumers have already completed their holiday shopping, 17% are waiting for the Black Friday/Cyber Monday weekend, and 30% don't know when they'll shop for holiday gifts.

A circle graph showing where Americans are in their holiday shopping journey.

Men are more likely to have already completed their holiday shopping, while 33% of women are still unsure when they'll make their holiday purchases.

A bar graph comparing women vs. men holiday shopping plans

Gen Zers and Millennials are more likely than their older counterparts to have already completed their holiday shopping.

A bar graph breaking down how each generation is handling their holiday shopping this year.

See what other insights we've gathered to date

2020 Voting Trends

See Results


How is this data collected?

‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.

Who is the audience?

Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:

Demographic Attribute Over Penetrated Among
Age Median: 38

61% between the age of 18 & 44

Gender 50/50 Male/Female
Education High School Degree or Some College
Homeownership 61% Renters
Households with Children 42% of Audience

How many people were surveyed?

On average, 150,000 – 175,000 consumers respond daily.

Is the data weighted?

No, but representative of the overall Fluent Audience.

How do you protect consumers data privacy?

All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.

What was your methodology?

Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.