Amazon experienced a significant surge in shoppers during Black Friday 2025. The platform re-established itself as the primary destination for financially strained consumers. Amazon’s share of Black Friday shoppers rose to 55.6% in 2025, up from 50.8% the previous year.
The increase was notable among budget-sensitive groups. This included consumers living paycheck-to-paycheck and those with annual household incomes under $50,000.
Younger demographics drove the trend. The proportion of Generation Z shoppers on Amazon jumped to 55.6% in 2025, rising sharply from 46.1% in 2024.
This recapture of budget-sensitive and younger consumers highlights Amazon’s success. Shoppers are increasingly focused on value due to inflation and rising living costs.