Amazon Prime Day Statistics For 2024 (Historical Sales Data)

Amazon announced in its latest investor relation letter that the 10th Prime Day event will go live in July 2024. The eCommerce platform has consistently set new Prime Day sales figures every year since its first edition in 2015, and it will again look to break its 2023 sales record of $12.90 billion.

We’ve collected important sales info from every Amazon Prime Day between 2015 and 2023. This will help sellers get ready for Prime Day 2024.

When is Amazon Prime Day 2024?

The next Amazon Prime Day sale will go live in July 2024. Amazon will also host Prime Big Deal Day later in October this year. The duration of "Prime Day will be for 2 days, and "Prime Big Deal Day will be a single day event.

Amazon Prime Day Sales Data (At a Glance)

  • 68% of consumers plan to shop during Amazon Prime Day 2024.
  • Amazon Prime Day 2023 was the biggest event in Amazon’s history with sales crossing $12.9 billion.
  • Prime members purchased more than 375 million items and saved more than $2.5 billion across Amazon stores globally.
  • The average Prime Day spend per order was $56.64 in 2023, up from $53.14 in 2022.
  • 1 million people searched for their favorite product during the sale through Alexa.
  • 45% of U.S. adults shopped at Amazon during the Prime Day 2023 event.

Amazon Prime Day Sales Insights (2015-2023)

We shed a light on the number of Amazon sales and the trends associated with it over the years.

There are 200 Million Amazon Prime Members Globally

Amazon has 200 million Prime members worldwide, with 168.3 million members in the United States alone, which is over half of the country’s population.

The US Prime membership is estimated to reach 180 million by 2024.

Prime members spend $1,400 yearly on Amazon, that’s 133% more than non-Prime members., Getting a Prime-eligible status is crucial for sellers as most of these spendings come during Prime Days.

Source: Statista.

68% of consumers plan to shop during Amazon Prime Days 2024

Jungle Scout conducted a survey asking consumers how likely they were to shop during the next Prime Day sale, to which 38% said they were very likely while 30% said they were somewhat likely to shop.

Source: Jungle Scout

Amazon made $12.9 billion during Amazon Prime Day 2023

Prime Day 2023 was the largest event in Amazon’s history, generating $12.9 billion in sales during the two-day sale period.

The first day of the event was also the company’s most successful day in terms of sales, accumulating $6.4 billion.

Since 2015, Amazon’s Prime Day sales have skyrocketed by 1200%, with most of the growth coming from the United States.

Here is a table showing Amazon Prime Day sales value over the years:

Year Sales On Prime Day
2015 0.9 billion
2016 $1.52 billion
2017 $2.41 billion
2018 $4.19 billion
2019 $7.16 billion
2020 $10.4 billion
2021 $11.2 billion
2022 $12 billion
2023 $12.9 billion

Source: Amazon, Tech Crunch, Statista.

Prime Members Are Shopping More With Every Prime Day

Amazon hosted the first Prime Day on 15th July 2015 with the intention of offering a volume of deals greater than Black Friday, exclusively for Prime members.

No doubt it was a hit as consumers have flocked to this yearly sale more and more each year.

People purchased over 375 million items during Amazon Prime Day 2023, that's a huge jump from 175 million items in 2019!

Prime members purchased over 375 million products during the sale

Source: Amazon.

Customers Spent $56.64 per order during Amazon Prime Day 2023.

The average Prime Day spend per order rose to $56.64 in 2023, up from $53.14 a year ago. The reason for this rise can be aimed at the rising inflation rates. Most Prime Members use Prime Days as an inflation-saving strategy.

Here is a table showing the average consumer spending on Amazon Prime Days:

Year Avg. Spending Per Customer
2019 $58.91
2020 $54.64
2021 $47.14
2022 $53.14
2023 $56.64

Source: Numerator 1, Total Retail, Numerator 2, Influencer Marketing Hub.

Merchants on the platform experienced a 10x increase in daily buys during the Prime Day sales.

Merchants who joined Prime Day saw a massive boost: they had 10 times more Buy with Prime orders daily and their revenue from these orders increased eightfold compared to the month before Prime Day was announced

Source: Amazon.

Home Goods, Personal Care, and Electronics were the top three categories during Amazon Prime Days 2023

54% of shoppers purchased Home essentials while 38% of people shopped for personal care products.

Another 33% of shoppers purchased consumer electronics and small appliances. The main reason for these categories being in the top 3 would be the rising inflation. We can expect the same trend in 2024, too.

Categories-purchased-by-Amazon-Prime-Day-shoppers-in-the-United-States

Another Statista report reveals that beauty and personal care witnessed the greatest sales growth of 35% YoY. The health and household segment followed with a 26% YoY increase in sales.

The average for all categories remained at 8%.

Factors discouraging people from shopping during Amazon Prime Day in 2023

Source: Statista 1, Statista 2.

High-inflation categories sell the best during the Prime Day sale

Consumers use Amazon Prime Days as a way to save on products that have a high shelf price due to inflation. 26% of US Shoppers shopped at Prime Days to get relief from the inflated prices across categories like electronics and home goods.

Amazon-Prime-customers-motivation-drivers-to-make-a-purchase-during-Prime-Days

14% of Consumers in the United Kingdom used Prime Day as a savings strategy against inflationary pressures, with an emerging trend of considering it a stock-up holiday for everyday essentials. In China, 20% of savvy shoppers used Prime Day as a savings strategy against rising inflation.

Source: Nielsen IQ.

Factors discouraging people from shopping during Amazon Prime Days

Amazon Prime Day's biggest motivating and discouraging factor is the same Inflation!

A Statista survey revealed that 54% of people were discouraged from shopping at Amazon Prime Days due to product price inflation, while another 18% of U.S. Prime members opted for travel and experience purchases.

Here is a table showing factors discouraging people from shopping during Amazon Prime Day:

Reason Share of respondents
Product price inflation 54%
Rising interest rates 25%
Spending more on travel and experiences 18%
Making more of my purchases offline 18%
Stock market valuations 11%
None of the above 24%

Source: Statista.

The average order size on Prime Day 2023 was $58.67

The order size in 2023 was down from $60.73 on Prime Day 2022.

So even though the number of orders increased, the order size was reduced by 3.39%.

On any regular day of online shopping, the average order value across eCommerce platforms hovers around $125.66. However, when we compare this to the typical Amazon order, which used to be about $47.31 but now falls above the $53 range, we start seeing some interesting patterns.

During Prime Day, shoppers seem to be opening their wallets a bit wider, taking advantage of the discounts and special offers. While the average order value on Prime Day might not match up to the typical eCommerce day, it still shows a significant increase compared to regular Amazon orders.

Source: Numerator, Mobiloud.

73% of households shopping Prime Day placed two or more separate orders

This brought the average household spending to roughly $182. Only 27% of households made a single purchase.

Source: Numerator.

21% of households spent less than $200 on Prime Days

This is because nearly 73% of the shopping households place more than 2 separate orders. Numerator's data also reveal that around 25% of households spent more than $200 on shopping during Prime Day 2023

Here is a table showing the spending of US households during Amazon Prime Days:

Average Spend Share of Households
Less than or equal to $10 5%
Less than or equal to $20 8%
Less than or equal to $30 8%
Less than or equal to $40 7%
Less than or equal to $50 6%
Less than or equal to $100 20%
Less than or equal to $200 21%
More than or equal to $200 25%

People Saved $2.5 billion during the 2023 Prime Day sales

Prime members saved more this year than any other Prime Day event yet. Amazon Live Prime Day streams had more than 100 million views in the United States and India and helped shoppers find the best deals across the platform.

Shoppers Saved $2.5 billion during the Amazon Prime Days 2023 sales

Source: Amazon Prime Days History.

People shopped for millions of items using Alexa

Alexa helped nearly a million customers to search for their favorite products on Amazon India alone.

With an influx of people using voice search to search for products every year, search queries will only continue to be more long-tail in nature as these types of searches tend to be comprised of 5 or more words.

If you wish to sell more on Amazon, Optimize your product for voice search!

Source: Amazon.

Prime Day 2023 was a huge success for SMBs

This Prime Day was the largest ever for independent sellers. SMBs on Amazon received 20 orders every second during the 2023 Prime Day event.

Additionally, over 90,000 SMB sellers received orders from Prime members across 19,000+ zip codes.

Over 15,000 SMBs saw their best-ever sales during Prime Day 2023.

Source: Amazon.

Buy now pay later usage increased 20% during Prime Day 2023

Last year’s Amazon Prime Days saw U.S. shoppers embracing Buy Now, Pay Later (BNPL) options in a big way. BNPL orders totaled $461 million on day one and $466 million on day two of the sale, marking a 20% YoY increase.

This shift highlights a growing trend of shoppers opting for flexible payment options to snag deals. Keep an eye on BNPL as it continues to reshape how people shop online.

Source: Statista.

Amazon Prime shoppers also shop at other retailers during the Prime Days.

Online shoppers in the United States indicated plans to spend $150 on Amazon during the Prime Day sale and another $100 on other online stores offering promotions.

Source: Statista.

Amazon's Live shopping got over 100 million views during the 2023 Prime Day event!

Amazon Live, the eCommerce giant's live streaming service, attracted over 100 million views in the United States and India for Prime Day streams in 2023.

Thousands of content creators teamed up with Amazon Live to showcase their own deals during Prime Day, giving shoppers even more options to explore.

Source: Amazon.

50% of people get an Amazon Prime subscription for the sales.

Nearly 50% of U.S. shoppers subscribed to Amazon Prime to profit from Prime sales. About 20% of surveyed Prime users considered Prime Day a very important factor in their decision to subscribe to Amazon Prime.

Here is a table showing share of shoppers considering Prime Day important in their decision to be Amazon Prime subscribers:

Decision to be Amazon Prime member Share of shoppers
Not at all important 26%
Slightly important 25%
Important 21%
Very important 20%
The most important factor 7%

Source: Statista.

Amazon Prime Day shoppers compare product prices with other retailers before making a purchase

During Prime Day, 55% of shoppers took the extra step to compare prices at other retailers before finalizing their purchases on Amazon. Walmart was the top comparison destination, with 35% of shoppers checking prices there.

Following closely, 26% compared prices at Target, while 13% looked at Club retailers. Department stores Best Buy, eBay, and Temu also attracted comparison shoppers, with 10%, 9%, 5%, and 5%, respectively.

Source: Numerator.

Additional Insights on Amazon Prime Day

  • 89% of Prime Day shoppers said they were Amazon Prime members, and 86% among them have been Prime members for more than a year.
  • 97% of Prime Day shoppers knew it was Prime Day before shopping for the event.
  • 68% of Prime Day shoppers said they were extremely or very satisfied with the deals offered in 2023. 67% said 2023's deals were better or the same as 2022, while only 15% felt they were worse than Prime Day 2022.
  • 45% of U.S. adults shopped at Amazon during the Prime Day 2023 event.
  • Here are the top 10 items sold in the US during Amazon Prime Days 2023:
Temptations Cat Treats
Amazon Fire TV Stick
Liquid I.V. Packets
Apple Watch Series 8
Melissa and Doug Toys
Amazon Echo Dot (5th Gen)
Laneige Lip Products
Celsius Sparkling Drinks
Orgain Organic Protein Powder
Energizer Batteries

Source: Numerator.

<div class='toc'><ul><li><a href=#When-is-Amazon-Prime-Day-2024><b>When is Amazon Prime Day 2024</b></li><li><a href=#Amazon-Prime-Day-Sales-Data-(At-a-Glance)><b>Amazon Prime Day Sales Data (At a Glance)</b></li><li><a href=#Amazon-Prime-Day-Sales-Insights-(2015-2023)><b>Amazon Prime Day Sales Insights (2015-2023)</b></li><p>  <a href=#There-are-200-Million-Amazon-Prime-Members-Globally>There are 200 Million Amazon Prime Members Globally</p><p>  <a href=#68%-of-consumers-plan-to-shop-during-Amazon-Prime-Days-2024>68% of consumers plan to shop during Amazon Prime Days 2024</p><p>  <a href=#Amazon-made-$12.9-billion-during-Amazon-Prime-Day-2023>Amazon made $12.9 billion during Amazon Prime Day 2023</p><p>  <a href=#Prime-Members-Are-Shopping-More-With-Every-Prime-Day>Prime Members Are Shopping More With Every Prime Day</p><p>  <a href=#Customers-Spent-$56.64-per-order-during-Amazon-Prime-Day-2023.>Customers Spent $56.64 per order during Amazon Prime Day 2023.</p><p>  <a href=#Merchants-on-the-platform-experienced-a-10x-increase-in-daily-buys-during-the-Prime-Day-sales.>Merchants on the platform experienced a 10x increase in daily buys during the Prime Day sales.</p><p>  <a href=#Home-Goods,-Personal-Care,-and-Electronics-were-the-top-three-categories-during-Amazon-Prime-Days-2023>Home Goods, Personal Care, and Electronics were the top three categories during Amazon Prime Days 2023</p><p>  <a href=#High-inflation-categories-sell-the-best-during-the-Prime-Day-sale>High-inflation categories sell the best during the Prime Day sale</p><p>  <a href=#Factors-discouraging-people-from-shopping-during-Amazon-Prime-Days>Factors discouraging people from shopping during Amazon Prime Days</p><p>  <a href=#The-average-order-size-on-Prime-Day-2023-was-$58.67>The average order size on Prime Day 2023 was $58.67</p><p>  <a href=#73%-of-households-shopping-Prime-Day-placed-two-or-more-separate-orders>73% of households shopping Prime Day placed two or more separate orders</p><p>  <a href=#21%-of-households-spent-less-than-$200-on-Prime-Days>21% of households spent less than $200 on Prime Days</p><p>  <a href=#People-Saved-$2.5-billion-during-the-2023-Prime-Day-sales>People Saved $2.5 billion during the 2023 Prime Day sales</p><p>  <a href=#People-shopped-for-millions-of-items-using-Alexa>People shopped for millions of items using Alexa</p><li><a href=#Prime-Day-2023-was-a-huge-success-for-SMBs><b>Prime Day 2023 was a huge success for SMBs</b></li><p>  <a href=#Buy-now-pay-later-usage-increased-20%-during-Prime-Day-2023>Buy now pay later usage increased 20% during Prime Day 2023</p><p>  <a href=#Amazon-Prime-shoppers-also-shop-at-other-retailers-during-the-Prime-Days.>Amazon Prime shoppers also shop at other retailers during the Prime Days.</p><li><a href=#Amazon's-Live-shopping-got-over-100-million-views-during-the-2023-Prime-Day-event!><b>Amazon's Live shopping got over 100 million views during the 2023 Prime Day event!</b></li><p>  <a href=#50%-of-people-get-an-Amazon-Prime-subscription-for-the-sales.>50% of people get an Amazon Prime subscription for the sales.</p><p>  <a href=#Amazon-Prime-Day-shoppers-compare-product-prices-with-other-retailers-before-making-a-purchase>Amazon Prime Day shoppers compare product prices with other retailers before making a purchase</p><li><a href=#Additional-Insights-on-Amazon-Prime-Day><b>Additional Insights on Amazon Prime Day</b></li></ul></div>

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