Amazon Prime Big Deal Days gets off to good start

Early results from the Prime Big Deal Days sales extravaganza indicate the event is tracking similarly to previous Amazon Prime promotions.

According to analysis from Numerator based on data from 5,073 Amazon orders, 3,067 unique buyers and 9,681 items purchased as of 4 p.m. ET on Tuesday, Oct. 10 (day one of the two-day event), the average order size so far on Prime Big Deal Days is $54, down 4% from $56.26 on the first day of the July 2023 Prime Day sale but up 19% from $45.37 during the first day of the October 2022 Prime Early Access Sale (the precursor to Prime Big Deal Days).

Close to four in 10 (38%) households shopping Prime Big Deal Days have already placed two or more separate orders, bringing the average household spend to roughly $89.32. This is roughly 22% less than the average household spend of $115.23 on the first day of Prime Day 2023, but up about 12% from average household spend of $79.72 on the first day of Prime Early Access Sale 2022.

The top items so far on Prime Big Deal Days are Amazon-branded batteries, Premier Protein Shakes and ThisWorx car vacuums. More than half (60%) of Prime Big Deal Days items have sold for under $20, while 4% are over $100. The average spend per item is $27.85.

Half of Prime Big Deal Days shoppers surveyed by Numerator said they purchased something they'd been waiting to buy on sale, while a third say they bought items included in Lightning Deals or Prime Big Deals special discounts.

Other interesting findings include:

• The typical Prime Big Deal Days shopper observed by Numerator is a high-income suburban female age 35 to 44.
• 93% of Prime Big Deal Days shoppers knew it was Prime Big Deal Days before visiting Amazon and making their purchase.
• Eight in 10 (79%) Prime Big Deal Days shoppers said the sale was their primary reason for shopping. More than seven in 10 (72%) said they also shopped on Prime Day in July.
• More than half (55%) compared prices at other retailers before making their Amazon purchases. Many 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. More than half expect to shop on Black Friday or Cyber Monday, too.