Overview

A recent poll of 1,000 U.S. consumers conducted in early 2025 shows that roughly two‑thirds feel their purchasing power has slipped compared with a year earlier. The tightening of household budgets is prompting Amazon shoppers to hunt for lower prices, switch brands, and postpone big‑ticket purchases, a trend that directly affects how sellers must price, list, and source products.

Key Points

• 62% report tighter budgets — More than six in ten respondents say their money stretches “somewhat or much less” than twelve months ago, a sentiment tied to a 2.4 % rise in the overall consumer price index and a 2.9 % increase in food costs.
• 67% are cooking at home more — Home‑cooking has become the primary cost‑saving tactic, driving stronger demand for kitchen gadgets, meal‑prep containers, and pantry staples on the platform.
• 57% actively compare prices — Over half of shoppers admit to opening multiple listings side‑by‑side before clicking “Add to Cart,” making competitive pricing and clear value messaging essential for conversion.
• 39% have moved to cheaper brands — Brand loyalty is eroding, opening a sizable runway for private‑label and value‑oriented sellers to capture market share in categories such as household essentials and personal care.
• 55% are cutting discretionary spend — Non‑essential items are seeing a dip, while 54 % say they are postponing purchases of high‑value goods like electronics and furniture until finances improve.
• 33% cancelled at least one subscription — A third of consumers have terminated a recurring service, signaling risk for sellers who rely heavily on subscription‑based revenue streams.

What's Changing

1. Budget‑First Decision‑Making — Shoppers now start their Amazon searches by setting a price ceiling; for example, a buyer looking for a blender will filter out any model above $70 before evaluating features.
2. Side‑by‑Side Listing Scrutiny — Consumers open multiple product pages simultaneously, comparing bullet points, ratings, and shipping costs; a customer comparing two brands of stainless‑steel pots may switch to the lower‑priced option if the higher‑priced one lacks a clear value proposition.