The data: A growing share of consumers are primed to shop Amazon’s Prime Big Deal Days, with 70% of Prime members planning to participate, including 23% who already know what they plan to purchase, per CivicScience. That’s up from 65% and 20%, respectively, last year.

The findings align with a Numerator survey that found nearly two-thirds of US consumers are considering shopping at Amazon during the event. Roughly half of those shoppers say inflation, gas prices, and economic concerns as reasons they’re more likely to participate, showing the importance of value.

Zooming in: Beauty and health care products are becoming a bigger draw for shoppers. Some 19% of shoppers are most interested in purchasing products from the category this year, up significantly from 13% last year, per CivicScience. That moves beauty and health care from fourth to second place, behind only the 26% who are interested in buying electronics and technology items, the same share as last year.

Why is this happening? Amazon’s success in driving consumers to purchase everyday essentials on its platform may be contributing to interest in beauty and health. The category—which includes the beauty and personal care products in the center aisle of a supermarket—grew “meaningfully faster” than the rest of Amazon’s business in Q2, the company said. That’s particularly notable since companywide net sales increased 20%.

Faster fulfillment has been an important catalyst. Amazon has steadily shortened delivery times, while its decision to fold fresh groceries into same-day delivery last year gave consumers more reasons to use Amazon for frequent, everyday purchases. Amazon generated $150 billion in grocery gross merchandise value (GMV) last year across nonperishables, Whole Foods Market, and perishables.

Greater convenience appears to be translating into more frequent purchases. In markets where Amazon added a new same-day fulfillment center, average weekly orders jumped nearly 19% YoY in the first half of the year, from 1.6 last year to 1.9, per Consumer Edge. Markets that gained same-day grocery delivery saw weekly orders rise more than 11%, from 1.8 to 2.0. By comparison, order frequency was flat in markets without a same-day center.

The effect is even more pronounced among Amazon’s heaviest shoppers. In markets with a new fulfillment center, the share ordering at least three times a week rose from 13% to 19%; in markets with same-day grocery delivery, it increased from 18% to 22%. In markets without same-day centers, it held steady at 17%.

Implications for retail: We expect Amazon’s Prime Big Deal Days sales to jump 7.1% this year to $8.52 billion, giving the retailer a high-profile opportunity to push deal-seeking shoppers into more frequent customers. And Amazon is making delivery speed part of the pitch, as it prominently touts “Your fastest delivery yet” on the Prime section of its site, reinforcing that Prime’s value proposition extends beyond low prices.

That messaging reflects where Amazon is putting its resources. The retailer is reportedly planning to expand its same-day fulfillment network to more than 1,000 facilities by 2031, while also working with the US Postal Service on a pilot that could enable same-day delivery for packages entering its network around midday.

The reason for that push is clear: The easier Amazon makes it to quickly replenish groceries, beauty products, and other everyday essentials, the more frequently its consumers shop. Prime Big Deal Days gives Amazon a chance to bring shoppers in with deals, then use speed and convenience to keep them coming back long after the event ends.