Amazon Prime Big Deal Days continues solid performance

Results from the second day of the Prime Big Deal Days event suggest the promotion is a success for Amazon.

According to analysis from Numerator based on data from 44,072 Amazon orders, 20,844 unique buyers and 83,075 items purchased as of 4 p.m. ET on Wednesday, Oct. 11 (day two of the two-day event), the average order size more than three-quarters of the way through Prime Big Deal Days is $54.43, down 3% from $56.07 on the second day of the July 2023 Prime Day sale but up 17% from $46.68 during the second day of the October 2022 Prime Early Access Sale (the precursor to Prime Big Deal Days).

Half of households shopping Prime Big Deal Days have already placed two or more separate orders, bringing the average household spend to roughly $115.09. This is 19% less than the average household spend of $141.53 on the second day of Prime Day 2023, but up 5% from average household spend of $110.45 on the second day of Prime Early Access Sale 2022.

The top-selling items during Prime Big Deal Days have so far been 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 is $28.16.

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. Three in four said they also shopped on Prime Day in July.
• More than half (55%) compared prices at other retailers before making their Amazon purchases.
• Roughly one-third of 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 (58%) or Cyber Monday (57%), too.