The basket paradox: we spend more, but we buy less
Data from the HarrisX study show a unique profile of the Polish consumer that combines two seemingly mutually exclusive trends. On the one hand, as many as 41 percent of respondents in Poland admit that they spend more on a single order than a year ago (this is the highest result in all of Europe, where the average is about 28 percent). On the other hand, as many as 67 percent of Poles limit purchases of non-essential products, which also puts our country in the position of a European leader in savings (for comparison, in Germany this indicator is 53.7 percent and in the Netherlands 41.9 percent). Polish customers therefore give up spontaneous purchases, but once they decide on a specific product, they choose it consciously and are ready to allocate a larger budget for it.
– Customers in Poland are partners with extremely high awareness. They do not buy on a sudden impulse, but plan their expenses precisely and carefully verify each promotion. Our annual Amazon.pl Prime Day deal festival is designed to support these strategic shopping habits. The event, lasting four days this year, gives you time for calm analysis and decision-making
decisions without pressure, and functions such as “Watch deals” or “Wish list” make it easier to conveniently track promotions. In turn, an Amazon Prime subscription, which guarantees fast and free delivery with no minimum order amount, gives buyers something extremely valuable – peace of mind and control. Prime Day shows once again that modern solutions and unique opportunities can perfectly match well-thought-out choices, says Katarzyna Ciechanowska-Ciosk, managing director of Amazon.pl.
74% of Poles compare prices – shopping planned down to the penny
Before making a decision, customers in Poland perform a detailed analysis – as many as 74 percent of them regularly compare prices in many online stores, and 62 percent spend much more time reading reviews and checking product specifications than a year ago. Additionally, 31 percent of us check prices well in advance to verify the reality of promotions, and 32 percent prepare precise shopping lists before upcoming events. Moreover, 30 percent of Polish consumers deliberately wait for promotional periods, and 25 percent rarely pay full price if they know a bargain festival is coming. These habits make customers eager to reach for solutions that facilitate efficient planning. Functions such as “Wish Lists” with automatic notifications of discounts and the “Watch Deals” option, which allows you to conveniently monitor temporary promotions directly in the Amazon.pl mobile application or on the website, without the need for constant refreshing, are gaining popularity.
68% rely on the opinion of friends – technology yes, but on your own terms
New technologies have become a permanent part of Poles’ shopping repertoire, but they expect them to play the role of a helpful assistant, not a decision-maker. They want technology to support them in everyday decisions, e.g. by providing personalized recommendations, alerts about deals or facilitating product searches. At the same time, Poles value complete independence: the Ariadna study shows that for 68 percent of them the opinions of friends are crucial, and for 65 percent – the reviews of other buyers. For this reason, customers eagerly use solutions such as the Amazon Lens function (image search), which provides reliable information in an unobtrusive way and facilitates quick research, leaving the final choice in the hands of humans.
What do Poles expect from subscriptions? Safety and stress reduction
Convenience and a sense of security are the basis for successful online shopping. HarrisX research indicates that for 88 percent of Poles the most important feature of a subscription is free delivery, and for 84 percent its speed. Importantly, Poles highly value psychological comfort: every 7 of them appreciates the subscription for a sense of control, and every 6 for reducing stress in emergency situations. This convenience is offered, among others, by: Amazon Prime service, which guarantees fast and free deliveries of millions of products to parcel lockers, collection points and directly to homes, with no minimum order amount, as well as flexibility in payments.
Prime Day 2026: Exclusive events and attractions
On the occasion of Prime Day, Amazon.pl has prepared two unique attractions for customers in Poland.
- Paczkomat Challenge – a city game in cooperation with InPost – this 30-day adventure takes participants to a game inspired by GeoGuessr. By solving location puzzles, participants go to selected parcel lockers throughout Poland. You can get as many as 150 packages filled with gaming accessories and gadgets, as well as products from foreign brands such as Lego, Sony PlayStation, ASUS, as well as Polish manufacturers, including: Wessper, Neonail, Trefl or Moya Matcha as well as Kindle readers and gift cards from Amazon.pl.
The game accompanies Prime Day from June 4 to July 7 and engages the fan community – one of the most popular Polish Internet creators in the geographic game format.
- Prime Day Café – an open summer zone of Amazon.pl, where the offline world meets the online shopping experience. Located in Poznań on June 23-27, during Malta Festival 2026, is a space for relaxation, meetings and entertainment where visitors naturally discover the benefits of Amazon Prime subscriptions and Prime Day deals. Prime Day Café works like an entrance to an Amazon.pl store – instead of browsing products on the shelves, guests discover them and “order” them on the spot. Polish brands available on Amazon.pl have prepared their attractions in the zone: Krosno, Trefl, Moya Matcha, Neonail, Play, Neboa and Wessper – from tastings and workshops to family games and product personalization.
