Exclusive: How Amazon Prime Day created a mobile 'halo effect'

The blockbuster performance of the Amazon PrimeDay 2024 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 2024 created a significant “halo” effect for mobile commerce apps.

Overall, the promotional event was a significant success, with Adobe Analytics analysis indicating consumers spent  $14.2 billion online during the July 16-17 Prime Day event in the U.S., representing 11% growth year-over-year from $12.7 billion in 2023 and setting a new record for Prime Day.

In addition, according to data from the Numerator Amazon Prime Day Tracker, the average order size during Prime Day 2024 was $57.97, up 7% from $54.05 during Prime Day 2023.

Numerator data also shows that six-in-10 households shopping Prime Day placed two or more separate orders, bringing the average household spend to roughly $152.33.

Nearly two-thirds of Prime Day items (63%) sold for under $20, while 4% were over $100, with the average spend per item totaling $28.06. 

[READ MORE: Three lessons from the success of Amazon Prime Day]

Prime day mobile halo shines

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 global installs and sessions of several different categories of mobile commerce apps during Prime Day 2024: