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.
