Amazon Prime Day Statistics For 2024 (Buyers & Sellers Insights)
Prime Day 2024 will be the 10th edition of Amazon's yearly summer sale. Since 2015, Amazon has consistently set new Prime Day sales figures every year. In 2024, Amazon will be looking to break the previous year's sales record of $12.90 billion.
Merchants can put forth their products to over 200 million Amazon Prime customers globally who tend to spend a lot during sales.
This post has the essential Amazon Prime Day statistics of previous years. If you are a seller, you can take advantage of this data and be prepared for the upcoming Amazon Prime Days in 2024.
Key Amazon Prime Day Statistics
- There are over 200 million Amazon Prime members.
- 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 with the help of Alexa.
- The majority of shoppers used Amazon Prime Days to save on products that are impacted by inflation.
- 45% of U.S. adults shopped at Amazon during the Prime Day 2023 event.
There are 200 Million Amazon Prime Members
Amazon has 200 million Prime members worldwide, with 168.3 million in the United States alone, which is over half of the country's population.
The US Prime membership grew to 168 million in 2022 from 40 million in 2014. It is further estimated to reach 180 million by 2024.
Prime members spend $1,400 yearly on Amazon, 133% more than non-Prime members. For sellers, getting Prime eligible is crucial as most of these spendings come during the 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
The first day of Prime Day 2023 was the single largest sales day in Amazon's history
Prime Day 2023 was able to gather $12.9 billion in total sales by selling over 375 million items worldwide. The total ecommerce sales in the US grew 6.1% during the same period.
The first day of the event (July 11th) was the company's most successful day in terms of sales, accumulating $6.4 billion.
The volume of sales has grown by 1200% since 2015 and continues to grow.
Here is a table showing Amazon Prime Day sales value over the years:
| Year | Sales On Prime Days |
| 2023 | $12.9 billion |
| 2022 | $12 billion |
| 2021 | $11.2 billion |
| 2020 | $10.4 billion |
| 2019 | $7.16 billion |
| 2018 | $4.19 billion |
| 2017 | $2.41 billion |
| 2016 | $1.52 billion |
| 2015 | 0.9 billion |
Source: Amazon, Tech Crunch, Statista.
People Are Shopping More With Every Prime Day
Amazon hosted the first Prime Day on 15th July 2025 with the intention of offering a volume of deals greater than Black Friday, exclusively for Prime members.
Consumers have flocked to this yearly sale more and more each year.
People purchased over 375 million items during Amazon Prime Day 2023, up from 175 million items in 2019!
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
Average customer spending peaked in 2019 at $59.
In 2020, when the USA was under lockdown, The average spending was about $54.64
Here is a table showing the average consumer spending on Amazon Prime Days:
| Year | Avg. Spending Per Customer |
| 2023 | $56.64 |
| 2022 | $53.14 |
| 2021 | $47.14 |
| 2020 | $54.64 |
| 2019 | $58.91 |
These trends show that even though people are buying more stuff every year, finding good deals is still really important for shoppers. For sellers on Amazon, this means Prime Day is a great chance to give customers great discounts and promote their products.
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.
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%.
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.
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 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.
Source: Statista.
This Is How People Spent Their Money During Amazon Prime Days
Let us take you through some of the statistics associated with how people chose to spend their money during Amazon Prime Day 2023. We'll shed light on the average order size, orders per household, and average spending by households.
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.
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 |
| ? $10 | 5% |
| ? $20 | 8% |
| ? $30 | 8% |
| ? $40 | 7% |
| ? $50 | 6% |
| ? $100 | 20% |
| ? $200 | 21% |
| ? $200 | 25% |
People Saved $2.5 billion during the 2023 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.
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 (BNPL) Usage Increased 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.
A Statista report shows that 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. However, the total $250 in spending is lower than spending figures in 2022, when shoppers’ cart value amounted to approximately $388.
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.
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 Days
- 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.
