Amazon.ie’s first ever Prime Day event starts today, offering Prime members double the time to shop tens of thousands of epic deals across all categories. The 4-day shopping event runs until Friday 11 July, with deep discounts across top brands.
New for this year, Prime members can shop Today’s Big Deals, featuring daily themes curated exclusively for Prime members including limited time ‘New Deal Drop’ deals launching at midnight every day throughout the shopping event.
“We are excited to bring our first dedicated Prime Day to Irish customers, following our Amazon.ie launch in March” said Ali Dunn, Ireland Country Manager at Amazon. “We’re celebrating Prime members in Ireland with an extended event packed with incredible savings from popular brands to trending products.”
“Deals on Irish brands will also be available on the Brands of Ireland section of Amazon.ie. Prime Day is a celebration of the value we offer to our members year-round, combining value, convenience, and exclusive benefits all in one. Customers can join Prime on Amazon.ie for just €6.99 per month and enjoy the very best of shopping including fast, free delivery, savings through exclusive deal events, access to popular TV shows, movies, and live sports on Prime Video; free games on Prime Gaming and exclusive offers from partners like Odeon cinemas and Deliveroo.”
To celebrate this shopping milestone, Amazon Ireland has teamed up with consultant psychologist Dr. Clodagh Campbell, also known as The Wellness Psychologist, to uncover the different shopping personalities shaping the way we shop ahead of Amazon.ie’s first Prime Day.
Meet the Four Amazon Prime Day Shopping Personalities
Whether you’re a list-maker, gift-giver or deal-hunter, chances are you’ll see yourself in one of these:
The Planner – The Planner is organised and intentional in their approach to Prime Day. They know exactly what they’re looking for and they’ve been planning for weeks. They’ve researched their Amazon Wish List and they’re lying in wait for some of the best offers on items like kettles, hedge trimmers, hair dryers, and air fryers. They log on early, Wish List complete, and move fast to secure their top picks. For Planners, it’s all about the selection and value and a smooth, trusted shopping experience this Amazon.ie Prime Day.
The Gifter – Thoughtful and generous, the Gifter is always on the lookout for something special for their family and friends. They might be tempted to treat themselves too, but they experience joy from the art of shopping for others. They are environmentally and sustainably oriented and value shopping for Irish brands. They appreciate the wide selection and great value, trusting Amazon.ie to deliver a seamless and reliable shopping experience this Prime Day.
The Spontaneous Shopper – Driven by excitement and curiosity, the Spontaneous Shopper isn’t searching for anything specific – they enjoy browsing for inspiration and love discovering unexpected gems along the way, in particular from the Brands of Ireland page. They value fast delivery, the ease of shopping online, shopping for Irish brands, and the instant gratification that comes from securing a great deal at the right time. Many also turn to social media for inspiration and appreciate having a one-stop destination like the Today’s Big Deal hub for discovering new products and finding great offers all in one place.
The Competitive Shopper – The Competitive Shopper is all about winning when it comes to value. They don’t just want a discount – they want to save big. They thrive on securing the best value on top of the range, premium, high-tech products. A seamless, efficient shopping experience on Prime Day aligns perfectly with their high standards and appeals to their personality.
To celebrate our shopping personalities, the Amazon Prime Day Ice-Cream Cart will be in Dublin, Cork, Limerick and Galway serving complimentary ice cream inspired by four distinct Prime Day shopper personalities.
Commenting on the psychology behind shopping behaviours ahead of Ireland’s first Prime Day, Dr. Clodagh Campbell, The Wellness Psychologist, explains: “Amazon.ie’s first Prime Day isn’t just a milestone for Irish shoppers – it’s a really interesting reflection of our personalities. Whether you’re a meticulous planner, a thoughtful gifter, a spontaneous deal-seeker, or a value-driven competitive shopper, your approach to shopping says a lot about what you value and how you find joy. Recognising your shopping persona can help you make the most of the experience – turning Prime Day into something that’s not just practical but also personally rewarding.”
“How we shop says a lot about us. I’m excited to see how Irish customers make Prime Day their own and find deals that truly meets their needs and priorities,” said Ali Dunn, Ireland Country Manager at Amazon.
Discover More Days and More Opportunities to Save
Recent research by HarrisX shows that four in five (80%) Irish shoppers feel a sense of satisfaction when getting something they want for less, while 68% say they experience excitement when grabbing deals before a product sells out, and 65% prefer extended sales, giving them more time to decide. The research also reveals that Irish shoppers are more likely to shop with retailers offering membership benefits (66%), with free delivery (65%), exclusive discounts (49%), and faster delivery (40%) being key motivations. Additionally, 60% of Irish shoppers feel a sense of being rewarded for their loyalty through digital memberships and subscriptions, while 57% believe these memberships save them money in the long run.
Amazon’s 4-day Prime Day is giving Prime members double the time to shop and save on deals across all categories such as:
- Fashion: Save up to 35% off on your most-loved Fashion brands, from Premium to summer essentials and activewear.
- Devices: Prime members will find great deals for select Amazon devices including Echo, Fire TV, Fire tablets, Kindle, Ring, Blink and eero.
- Beauty & Self Care: Save up to 35% on Amazon’s Beauty and Self Care range
- Home & Garden: Make the most of summer and get up to 30% off Amazon’s extensive Home and Garden range.
Navigate Prime Day like a Pro
- Sign up to Prime: Become a Prime member or start a free trial at amazon.ie/primeday to participate in this summer’s shopping event and enjoy fast, free delivery along with all the money-saving benefits Prime has to offer.
- Create or update Wish List: Must-have items can be added to the ‘Wish List’ ahead of time, and if they’re on sale, Prime members will be alerted.
Fast and free delivery with Amazon Prime
- Prime members can enjoy all the usual membership benefits this Prime Day, including fast, free delivery on millions of items and the option to choose the delivery option that best suits their needs.
About Prime
Prime is savings, convenience, and entertainment all in a single membership. More than 200 million paid Prime members around the world enjoy access to Amazon’s enormous selection, exclusive savings, exceptional value, and fast, free delivery, including exclusive shopping events, early access to deals, as well as grocery savings, movies, books, games, and more. In Ireland, customers can join Prime for €6.99 per month at amazon.ie/prime.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfilment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit aboutamazon.eu/amazon-in-ireland
Survey Methodology
This survey was conducted online by HarrisX among 35,207 recent online shoppers from June 20 through July 1, 2025 across 25 countries. Respondents were recruited through opt-in, web-panel recruitment sampling. Recruitment occurs though a broad variety of professional, validated respondent panels to expand the sampling frame as wide as possible and minimize the impact of any given panel on recruiting methods. Sample size and sampling margin of error for Ireland is (N: 1004 MoE: +/- 3.1%). Results were weighted by gender, age, and region where necessary to align with actual demographic proportions amongst the population within each country.