Analysis: Shoppers stayed loyal to Amazon on Prime Day

Prime Day shoppers stay focused on Amazon despite competition from other retailers.

According to data collected by consumer insights platform Numerator at 5 p.m. ET on Wed., Oct. 14, 60% of Prime Day shoppers had not purchased something at a website other than Amazon during Prime Day (Oct. 13-14). Another 19% didn’t remember, meaning only 21% of Prime Day shoppers definitely made a non-Amazon purchase during the event.

Reinforcing this data is a finding that 53% of Prime Day shoppers had only considered purchasing on Amazon. The non-Amazon retailers most often considered by Prime Day shoppers all offered their own competing omnichannel sales events: Walmart (28%), Target (24%), and Best Buy (10%). 

More than half (53%) of households shopping Prime Day placed two or more orders, including 24% who ordered twice and 12% who ordered three times. Ten percent placed orders five or more times. In 2019, the average number of Prime Day orders per household was 2.6.

The average household spend totaled $101.92, with average order size of $44.75. The percentage of households placing multiple orders increased the average spend total. In 2019, the average spend per household was $154.59 for the entire Prime Day event.

The top five-selling items were all Amazon brands: Echo Dot third generation; gift card reload; Fire TV stick; Amazon smart plug; and Echo Show 5. The average Prime Day sold for $33.55.

Twenty-nine percent of Prime Day shoppers said they purchased holiday gifts. Of those, nearly one-quarter (24%) say they have completed at least half of their holiday gift shopping with their Prime Day purchase.

Other interesting data points include:
•    60% of Prime Day shoppers plan to shop on Cyber Monday, and 57% plan to shop on Black Friday.
•    Nine in 10 Prime Day shoppers (91%) expect to shop on Amazon again before the holidays.
•    Almost four in 10 Prime Day shoppers (38%) did not compare Amazon prices to any other retailers on Prime Day.