Amazon Prime Day Rolls Into Ireland, Celebrating Shopper Personalities

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Amazon.ie’s first ever Prime Day event took place in July 2025, a 4-day shopping event offering Prime members double the time to shop tens of thousands of epic deals across top brands in all categories.

 

To help Amazon.ie celebrate this milestone, Harris PR engaged Dr. Clodagh Campbell, The Wellness Psychologist, to uncover the different shopping personalities shaping the way we shop, and took the Amazon Prime Day Ice-Cream Cart to busy locations in Dublin, Cork, Limerick and Galway serving up complimentary ice cream inspired by four distinct Prime Day shopper personalities:

 

The Planner – 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.

 

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.

 

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.

 

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.

 

Ali Dunn, Ireland Country Manager at Amazon, said, “We’re celebrating Prime members in Ireland with an extended event packed with incredible savings from popular brands to trending products. 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.”

 

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 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.”

 

To contact the PR team for Amazon.ie email amazon@harrispr.ie.

  • Amazon.ie, Event, Prime Day, Retail

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Viktoriia Hurska

SENIOR ACCOUNT EXECUTIVE

Vika joined Harris PR following her selection as the recipient of the 2025/26 Harris PR Diversity, Equality and Inclusion Bursary, developed in partnership with the Public Relations Institute of Ireland (PRII) and the Open Doors Initiative. Originally from Ukraine and displaced by war, Vika came to Ireland in 2022 and brings over eight years of experience in communications including a wealth of strategic insight, creativity, and international perspective.

 

As part of the Bursary, Viktoriia is completing the PRII Diploma in Public Relations, combining academic study with hands-on agency experience at Harris PR, where she supports clients in the retail, health & wellness, festivals and NFP sectors.

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Eve previously spent over four years at tech-focused communications agency Beachhut PR, where she delivered strategic positioning, executive profiling, and global media relations for high-growth companies and multinational brands, often translating jargon heavy language into clear messaging. Her experience spans fintech, automotive, e-commerce, Web3, med-tech, supply chain, and enviro-tech industries.

 

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Experienced in delivering and executing PR campaigns across corporate, consumer and sustainability communications, whilst nurturing brand reputation, Emma manages clients in the health & wellness, retail, festivals and NFP sectors. A true media relations pro, her passion lies in storytelling and identifying news angles that will generate positive coverage while landing key messages.

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