Amazon kicks off Prime Day with higher order size
The 2024 edition of Amazon Prime Day got off to a promising start for the e-tail giant.
According to data from the Numerator Amazon Prime Day Tracker, as of 4 p.m. ET on Tuesday, July 16 (day one of Prime Day 2024), the average order size was $59.78, up 6% from $56.26 in the same reporting period during Prime Day 2023.
Numerator data also shows that 45% of households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $110.42.
The top items as of 4 p.m. ET on the first day of Prime Day 2024 were Amazon Fire TV Sticks, liquid IV packets and premier protein shakes. Nearly two-thirds of Prime Day items (63%) have sold for under $20, while 4% are over $100 — the average spend per item is $27.97.
The top categories buyers say they’ve purchased are apparel & shoes, household essentials and home goods like bedding & décor. Almost six-in-10 (58%) shoppers purchased something they had been waiting to buy until it went on sale.
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper is a high-income suburban female age 35-44.
- 99% knew it was Prime Day before shopping.
- 87% are members of Amazon Prime.
- 85% have been Prime members for one year or more.
- 89% have shopped Prime Day in the past.
- 63% said Prime Day was their main reason for shopping.
Most households expected to make at least one Prime Day purchase
Other recent data from Numerator indicates a sizable percentage of U.S. households will make at least one purchase during the upcoming Prime Day 2024 sales event.
Forty-percent of U.S. households are expected to shop this year’s Prime Day event, according to Numerator analysis of the 2023 Prime Day event and consumer sentiment surveys.
While the top cited reason among surveyed consumers for shopping at a retailer's special sales event such as Prime Day is price (75% of surveyed shoppers), 57% want a wide variety of items on sale, 44% want fast shipping, 39% like the online shopping experience, and 37% want an easy return process (more than one answer permitted).
A full 100% of surveyed Amazon Prime Day 2023 shoppers said they were aware that the event was happening, nearly doubling Amazon’s average household penetration of 21% to 40.1% on Prime Day (a 91% lift).
On Prime Day 2023, 54% of surveyed shoppers said they compared prices at other retailers before purchasing. However, despite price comparisons, most shoppers bought at Amazon.
