Amazon has second-best-ever promotion with fall Prime sales event

Amazon Prime Big Deal Days did not match Prime Day 2023, but outperformed all of the company's other previous sales promotions.

The average order size was $53.47, according to initial Numerator analysis of the entire Amazon Prime Big Deal Days sale held Oct. 10 -11, based on data from 73,342 Amazon orders, 31,607 unique buyers and 137,111 items purchased during the event. The 2023 order size represents a 20% increase from $46.68 during the October 2022 Prime Early Access Sale (the precursor to Prime Big Deal Days), and indicates that this year's event had better sales than any other Amazon promotional extravaganza except for Prime Day 2023..

Average order size for Prime Big Deal Days was about 1% less than $54.05 during Prime Day 2023. Similarly, average household spend for Prime Big Deal Days was roughly $124.09. This is up 12% from average household spend of $110.45 during Prime Early Access Sale 2022, but 20% less than the average household spend of $155.67 during Prime Day 2023.

"Big Deal Days was Amazon’s most successful fall sale to-date, and second-most-successful sale overall behind 2023’s blockbuster summer Prime Day," said Amanda Schoenbauer, Numerator analyst. "While nearly as many households participated in this week’s sale as did July’s Prime Day, households spent less on average during the Big Deal Days sale. Staple items like batteries & groceries moved the most volume, while Apple products like AirPods Pro, iPads and Apple Watches generated the most revenue.”

The top-selling items during Prime Big Deal Days were Premier Protein Shakes, Amazon-branded batteries and Amazon FireTV Sticks. Six in 10 Prime Big Deal Days items have sold for under $20, while 4% are over $100 and the average spend per item was $27.90.

Nearly half of surveyed Prime Big Deal Days shoppers said they purchased something they had been waiting to buy on sale, while one in three said they bought items included in Prime Big Deals and one in four said they made purchases from Lightning Deals.

Other interesting findings include:

• The typical Prime Big Deal Days shopper observed by Numerator is a high-income suburban female age 35 to 44.
• Almost all (95%) of Prime Big Deal Days shoppers knew it was Prime Big Deal Days before visiting Amazon and making their purchase.
• Eighty-five percent of surveyed Prime Big Deal Days shoppers said the sale was their primary reason for shopping, and 72% said they also shopped on Prime Day in July.
• More than half (55%) compared prices at other retailers before making their Amazon purchases, and the same percentage placed two or more separate orders.
• Roughly three in 10 Prime Big Deal Day shoppers expect to or already have shopped at other pre-holiday sales, including Target Circle Week and Walmart Deals - Holiday Kickoff. Close to six in 10 expect to shop on Black Friday (59%) or Cyber Monday (57%), as well.