CSA Exclusive: App usage soars during Amazon Prime Day

The blockbuster performance of the Amazon PrimeDay 2023 online sales extravaganza extended to mobile apps.

According to new data released exclusively to Chain Store Age from mobile analytics platform Adjust, Amazon Prime Day 2023 created a significant “halo” effect for mobile commerce apps.

Overall, the promotional event was a significant success, with Adobe Analytics analysis indicating consumers spent  $12.7 billon online during the July 11-12 Prime Day event in the U.S., representing 6.1% growth YoY and setting a new record for Prime Day. 

In addition, analysis from Numerator reveals that the average order size for Prime Day 2023 was $54.05, up 3% from $52.26 during Prime Day 2022. Numerator data also shows that average household spend reached  roughly $155.67, up 7.6% YoY from $144.56. Average price per item was $32.35, down 3.8% YoY from $33.58, suggesting inflation was not a primary driver of increased order sizes and household spending.

Prime day mobile halo shines

However, Adjust data reveals that mobile commerce apps received a significant “halo effect”(positive correlating performance metrics) from the Prime Day event. Following are Adjust findings on U.S. installs and sessions of several different categories of mobile commerce apps  during Prime Day 2023:

E-commerce apps

• Compared to the first half 2023 average, installs during Prime Day 2023 increased by 40%.
• Prime Day in 2023 saw a significant 455% increase in installs compared to the same event in July 2022.
• Prime Day 2023 also saw a significant 511% increase in installs from Prime Early Access Sale in October 2022.
• There was a 19% increase in sessions during Prime Day 2023 compared to the same event in July 2022.
• Compared to Prime Early Access Sale in October 2022, there was a 24% increase in sessions during Prime Day 2023.

Shopping apps

• Installs during Prime Day 2023 were 30% higher than Prime Day 2022.
• Installs during Prime Day 2023 were 7% higher than Prime Early Access Sale in October 2022.
• Sessions during Prime Day 2023 were 9% higher than the first half 2023 average.
• Sessions during Prime Day 2023 were 27% higher than Prime Day 2022.
• Sessions during Prime Day 2023 were 19% higher than Prime Early Access Sale in October 2022.

Deal discovery

• Installs during Prime Day 2023 were 59% higher than the first half average.
• Sessions during Prime Day 2023 were 131% higher than Prime Day 2022.
• Sessions during Prime Day 2023 were 158% higher than Prime Early Access Sale in October 2022.
• During Prime Day 2023, shoppers spent an average of 12.86 minutes on deal discovery apps, which is longer than the 10.4 minutes spent on such apps during Prime Day 2022.