Australian consumers are increasingly using Amazon to research products before making a purchase and taking advantage of major sales events, according to research from Pattern. The findings come as Amazon prepares to run its Prime Day event across seven days in Australia this July (7-13), creating one of the largest shopping events on the retail calendar and a significant opportunity for brands selling through the marketplace.
Pattern’s latest Marketplace Consumer Report, points to continued growth in Prime membership and engagement with major sales events. According to Pattern, 66% of Australian consumers either currently have access to Amazon Prime or plan to subscribe within the next 12 months, while 60% of consumers purchased from Amazon during the past year.
The findings align with separate research commissioned by Amazon Australia, which found 88% of Australians have adjusted their shopping habits in response to cost-of-living pressures, while 80% are deliberately delaying purchases to coincide with major sales events.
Merline McGregor, Managing Director for Pattern Australia, said these behaviours are contributing to the growing importance of events such as Prime Day.
“Australian consumers remain highly focused on value, but they’re becoming much more deliberate about how and when they spend,” she said.
“Many shoppers are researching products well in advance and waiting for major sales events before making planned purchases. Prime Day has become one of the key moments in that decision-making process.”
Pattern’s research found 40% of Australian consumers made a purchase during a Prime event in the past year, while 31% said their Prime membership directly influenced a purchase decision.
The research also found nearly half of Australian online shoppers have visited a brand’s website after discovering a product on Amazon, representing an 18% increase compared to the previous year.
Data from Pattern’s analysis of the 2025 event highlights a substantial increase in consumer activity during the sales period, with average conversion rates 40% higher than during non-sale periods, demonstrating that consumers come ready to buy.
McGregor said the findings highlight the increasingly important role marketplaces play in the customer journey.
“Consumers are using platforms like Amazon to discover products, compare options, research brands and validate purchasing decisions,” said McGregor, “Whether the final purchase happens on Amazon or elsewhere, the discovery process is increasingly starting there.”
While marketplaces continue to compete for Australian consumers, Pattern’s research shows Amazon remains the preferred destination across several major retail categories. The marketplace leads in books and eBooks (30%), electronics and computers (25%), and clothing, shoes and accessories (22%), reinforcing its position as a leading product discovery and shopping destination.
These category strengths closely align with shopping trends seen during previous Prime Day events, where electronics, home and kitchen products, toys and everyday essentials ranked among the most popular purchases.
Pattern’s analysis of the 2025 event suggests that consumer demand is heavily concentrated at the start of the week. Around 25% of the total weekly turnover occurred on day one, with more than half of all sales generated within the first 72 hours. The findings reinforce the importance of having inventory, advertising and product visibility in place from the outset.
McGregor explained that the findings reinforce why Prime Day has become one of the most important customer acquisition opportunities available to brands.
“When consumers are actively researching products and comparing options, visibility matters,” she said.
“Prime Day isn’t simply about generating sales over a few days. It’s an opportunity for brands to increase awareness, attract new customers and influence purchasing decisions at a critical point in the buying journey.”
Data from the 2025 Prime Day event reinforces this. Several brands that did not offer Prime Day discounts still recorded strong sales growth during the event, suggesting that the surge in marketplace traffic and product discovery can benefit brands simply by maintaining a presence on the platform.
With Amazon’s research showing Australians expect to spend an average of $425 during major sales events this year, Pattern predicts strong participation across Prime Day as consumers continue to prioritise value and seek out the products and brands that best meet their needs.
