Detailed Amazon Prime Day Sales Data (2015 to 2025)
The 11th Amazon Prime Day is set to be live on 8th July 2025. If you’re a seller or marketer, past sales data can help you plan better. In this post, we'll look at the 2024 Prime Day numbers to help you get ready for the 2025 Prime Day sale scheduled next month.
Amazon wrapped up its 10th edition of the Prime Day sale with a bang and broke all its past sale records. Customers spent $14.2 billion during the two-day sale period, which was a 10% increase from 2023.
Prime Day 2025 is expected to be even bigger, with more participating sellers and heavier ad competition. Amazon is also likely to push personalized deals powered by AI recommendation engines and faster shipping. If you’re planning to take part, data-backed planning is one of your best buds.
Let's get into the facts of Prime Day below!
Amazon Prime Day Sales Data Highlights
- 88% of Amazon Prime members are expected to shop during Prime Day 2025.
- Amazon Prime Day sales crossed $14.2 billion in 2024, and are estimated to reach $15.5 billion this year.
- The average Prime Day spend per order was $57.97 in 2024, up from $56.64 in 2023.
- Amazon gets around 187.5 million orders per day during Prime Day sales.
- Small and medium-sized businesses sold over 200 million products across 35 categories during Prime Day 2024.
- 47% of U.S. adults shopped at Amazon during the Prime Day 2024 event.
Next Amazon Prime Day Is In 2025
Amazon Prime Day 2025 will be a 4-day event starting from July 8 to July 11 in the United States and 23 other countries.
Amazon also has a second major sale event in October 2025, branded as "Prime Big Deal Days. This has been positioned as a pre-holiday shopping event since its inception in 2022.
Here are the countries where the Sale will take place in 2025: Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the U.S., and the UK.
Over 88% of Amazon customers will shop during Amazon Prime Day 2025
Over 88% of Amazon Prime customers will make a purchase during Prime Day 2025. That is equivalent to 152.24 million shoppers.
People purchase an Amazon Prime subscription just to enjoy access to the sale every year.
Source: USA Today, Jungle Scout
Amazon Prime Day sales over the years
Amazon Prime Day 2024 was the largest event in Amazon's history, generating $14.2 billion in gross merchandise value during the two-day sale period, a 11% increase from the previous year. Prime members shopped for over 300 million products, and the average spend per order was $57.97.
Amazon Prime Day sales have increased by 36.5% since the start of the decade and are predicted to reach $21.7 billion this year as the sale will be live for 2 extra days.
| Year | Prime Day Sale Value |
| 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 |
| 2024 | $14.2 billion |
| 2025* | $21.7 billion |
Source: Amazon, Tech Crunch, Statista.
The number of orders Amazon gets on Prime Day
Amazon gets around 187.5 million orders per day during Prime Day. People purchased over 300 million items during Amazon Prime Day 2024. 60% of the households shopping during the Prime Day ordered at least 2 products.
| Year | Purchase volume |
| 2018 | 100 million |
| 2019 | 175 million |
| 2021 | 250 million |
| 2022 | 300 million |
| 2023 | 375 million |
| 2024 | 300 million |
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.
Source: Amazon.
The average order value on Amazon Prime Day 2024 was $57.97
The average Prime Day spend per order rose to $57.97 in 2024, up by 2.34% from 2023 when shoppers spent $56.64 per order.
The reason for this rise on average order value can be aimed at the rising inflation rates. Most Prime Members use Prime Day as an inflation-saving strategy.
Here is a table showing the average consumer spending on Amazon Prime Day from 2019 to 2024:
| Year | Avg. Spending Per Customer |
| 2019 | $58.91 |
| 2020 | $54.64 |
| 2021 | $47.14 |
| 2022 | $53.14 |
| 2023 | $56.64 |
| 2024 | $57.97 |
Source: Numerator 1, Total Retail, Numerator 2, Influencer Marketing Hub.
Ad spend trends during Prime Day
During Prime Day 2024, advertising investment on Amazon surged in the United States. Ad spend on Sponsored Products rose by 29%, while Sponsored Brands saw a 10% increase compared to 2023. Sponsored Display ad spend dropped by 26%, indicating that marketers focused more on product- and brand-driven formats this year.
Source: Statista.
Prime Members cared about carbon emissions while shopping during Prime Day 2024
During Prime Day, Prime members in the U.S. opted to combine their deliveries for millions of orders, which saved about 10 million separate trips. This bundling of deliveries helped cut down on average carbon emissions.
Source: Amazon
Sellers saw a 10x increase in Sales on Prime Day
Merchants who joined Prime Day saw a massive boost in sales, they had 10 times more sales with Prime orders daily and their revenue from these orders increased 8 times as compared to the month before Prime Day.
Source: Amazon.
Top selling categories during Amazon Prime Day 2024
Apparel and shoes was the best selling category during Amazon Prime Day 2024 with 27% shoppers making a purchase. Home goods and household essentials were bought by 26% and 25% buyers respectively.
Source: Numerator
High-inflation categories sell the best during the Prime Day sale
Consumers use Amazon Prime Day as a way to save on products that have a high shelf price due to inflation. 26% of US Shoppers shopped at Prime Day to get relief from the inflated prices across categories like electronics and home goods.
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.
78% of American households make purchases only on Amazon despite comparing prices across platforms
About 54% of shoppers said they looked at prices from different stores before buying something. But even after checking prices, most people still ended up buying from Amazon. Specifically, during retail events in July, 78% of shoppers bought their items exclusively from Amazon during the Prime Day week.
Source: Numerator
Factors discouraging people from shopping during Amazon Prime Day
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 Day 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.
60% of households shopping on Prime Day placed two or more separate orders
6 out of 10 households shopping during Amazon Prime Day 2024 placed at least 2 orders bringing the average household spend to roughly $152.33.
4 out of 10 households shopped for only 1 item.
| Number of orders | Share of households |
| 1 | 40% |
| 2 | 24% |
| 3 | 14% |
| 4 | 8% |
| 5 | 14% |
Source: Numerator.
8 out of 10 Amazon Prime subscribers say they are members because of the free shipping feature
79% of Amazon subscribers say that they have subscribed to the membership to take advantage of the free shipping feature. 64% of non-Prime subscribers used their friend or family's Prime account to order something to save the shipping costs.
10% of households spent less than $200 on Prime Day
21% of households shopping during Prime Day 2024 spend less than $20. Numerator data also revealed that only 5% of households spent more than $200 on shopping during Prime Day 2024
Here is a table showing the US households spending during Amazon Prime Day 2024:
| Average Spend | Share of Households |
| Less than or equal to $10 | 13% |
| Less than or equal to $20 | 21% |
| Less than or equal to $30 | 15% |
| Less than or equal to $40 | 11% |
| Less than or equal to $50 | 7% |
| Less than or equal to $100 | 17% |
| More than or equal to $200 | 10% |
| More than $200 | 5% |
61% of shoppers research products before buying them on Prime Day
Shoppers like to dig more about their products before they actually buy them on Prime Day. This involves reading user generated reviews across platforms and consulting their friends and family. Many would also check the price history of the products and set tracker to compare the prices on Prime Day.
Source: Statista.
People shopped for millions of items using Rufus
Rufus, Amazon’s new AI-powered shopping assistant, helped millions of users shop during Prime Day deals Amazon's wide selection with ease. Amazon's Alexa also helped thousands of shoppers find the best deals during the sale period
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 2024 was a huge success for SMBs
Independent sellers on Amazon, mostly small and medium sized businesses sold over 200 million items during Prime Day 2024. SMBs on Amazon received 20 orders every second during the sale event.
Source: Amazon.
Buy now pay later usage increased 20% during Prime Day
Last year's Amazon Prime Day 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.
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. Many also explored Amazon Promo Codes to stack additional discounts before completing their purchases.
Source: Numerator.
Additional Insights on Amazon Prime Day
- 88% of Prime Day shoppers said they were Amazon Prime members, and 85% among them have been Prime members for more than a year.
- 98% of Prime Day shoppers knew it was Prime Day before shopping for the event.
- 63% of Prime Day shoppers said they were extremely or very satisfied with the deals offered during Prime Day 2024. Only 3% said they were not at all happy about the deals.
Source: Numerator.
Frequently Asked Questions
What is the record for Amazon Prime Day sales?
Amazon made a record-breaking revenue of $14.2 billion during the 2024 Prime Day event. People bought over 300 million items during the two-day sale period. Prime Day is a 4-day event this year, signaling another record-breaking revenue figure.
How much does Amazon sell on Prime Day?
Amazon sells around 187 million orders per day during Prime Day, that's roughly 130,000 orders every minute or about 2,160 orders every second.
How many times a year is Prime Day sale?
Amazon Prime Day, launched in 2015, has become a major annual summer sale, usually held in mid-July and lasting two days. However, this year marks the longest-running Prime Day event yet, with the sale extending to four full days. In addition to the summer sale, Amazon also hosts Prime Big Deal Days every October, which is a separate two-day shopping event leading into the holiday season.
