Amazon's eighth annual Prime Day will commence at midnight Pacific Daylight Time on July 12 and run through July 13, and is open only to those with a Prime membership, which costs $139 per year or $14.99 per month in the US. According to 1,000 Prime members surveyed by Tinuiti, they seem ready and willing to participate in this year's event.

Andy Taylor, VP Research at Tinuiti, said, "With 94% of Prime members who shopped during Prime Day last year saying they'll do so again this year, and 67% of those who didn't shop last year saying they will shop this year, the table is set for another record-breaking event, and I expect sales to surpass last year's Prime Day despite economic concerns weighing on some shoppers' plans."

Speaking about the Beauty & Health category, Taylor commented, "Beauty & Health checked in as the product category with the fourth-most Prime Day interest, with 44% of all Prime members who expect to shop on Prime Day this year interested in purchasing Beauty & Health products during Prime Day. 56% of women expressed interest in purchasing Beauty & Health products, compared to just 25% of men, as Beauty & Health products were the product category with the third-highest Prime Day interest for women but sixth for men."

Prime members are excited for Prime Day: 88% of Prime members surveyed say they will shop on Amazon during this year's event, and 40% are even more excited for Prime Day this year than last year. Prime Day shoppers are most interested in purchasing products from the electronics, computers, and office products category, and more than half expect to spend at least $100. 67% of respondents consider Prime Day a better event for shopping on Amazon than Black Friday and/or Cyber Monday.

Inflation is weighing on consumer plans: While it's clear many Prime members are ready to buy during Prime Day this year, 63% of respondents did say that product price inflation will discourage them from making some purchases during the event. That share was nearly 80% among Prime members who said they were less excited for Prime Day in 2022 than in 2021. 67% of all respondents said that products need to be discounted at least 30% in order to be considered a good deal during Prime Day.

Travel and experiences expected to limit some shoppers: Greater freedom of movement relative to the last couple of years also stands to impact some Prime members' plans, with 11% saying that they're spending more on travel and experiences, which would, in turn, discourage them from making some purchases on Prime Day. This share was much higher for Millennials and Gen Z, at 15% and 16%, than for Gen X (8%) and Boomers (9%), as younger generations are ready to get back out after two years of pandemic-related restrictions.

Prime Day buyers intend to shop around: 57% of Prime Day shoppers intend to visit Walmart during Prime Day, the highest share among non-Amazon retail sites. Half of Prime Day shoppers expect to head to other retail sites during the event to compare Amazon's Prime Day prices, while just 28% say they'll check out other retail sites because those sites run competing Prime Day sales.

Prime Day will also take place in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, the UK, Poland, and Sweden. Later this summer, Prime Day events will be held in India, Saudi Arabia, the United Arab Emirates, and Egypt.