Prime Day continues showing growth in order amount
Prime Day shoppers are spending an average of close to $60 per order.
According to data from the Numerator Amazon Prime Day Tracker, as of 4 p.m. ET on Wednesday, July 17 (day two of Prime Day 2024), the average order size was $58.89, up 4% from $56.07 in the same reporting period during Prime Day 2023.
Numerator data also shows that 55% of households shopping Prime Day have already placed two or more separate orders, bringing the average household spend to roughly $138.01.
The top items as of 4 p.m. ET on the second day of Prime Day 2024 were Amazon Fire TV Sticks, premier protein shakes, and liquid IV packets. Nearly two-thirds of Prime Day items (62%) have sold for under $20, while 4% are over $100 — the average spend per item is $28.47.
The top categories buyers say they’ve purchased are apparel & shoes, home goods like bedding & décor and household essentials. More than half (54%) of shoppers purchased something they had been waiting to buy until it went on sale.
Numerator also examined demographic characteristics of the typical Prime Day shopper:
- The typical observed Amazon Prime Day shopper is a high-income suburban female age 35-44.
- 98% knew it was Prime Day before shopping.
- 88% are members of Amazon Prime.
- 85% have been Prime members for one year or more.
- 86% have shopped Prime Day in the past.
- 56% said Prime Day was their main reason for shopping.
Adobe: Prime Day begins with record online sales
According to data emailed to Chain Store Age by Adobe, consumers spent $7.2 billion on July 16, the first day of the Prime Day event, representing 11.7% growth year-over-year and marking the single biggest e-commerce day so far in 2024.
Adobe data also indicates the first day of Prime Day represents the biggest mobile shopping day of 2024 so far, contributing $3.5 billion in online spend and representing 49.3% share compared to desktop shopping. Adobe expects consumers to spend $14 billion online across the two-day event, growing 10.5% year-over-year and setting a new record for Prime Day.
[READ MORE: Amazon Prime Day 2023 sets records with nearly $13 billion in sales]
"Steep discounting has been the story of e-commerce so far this year, as consumers look to get the most value out of their dollar,” said Vivek Pandya, lead analyst, Adobe Digital Insights., in the email “It is driving up demand for major categories like electronics and apparel, which have seen more modest growth in recent months, while also capturing back-to-school shoppers at just the right moment."
Salesforce: Discounts, flat prices draw shoppers
Salesforce analysis emailed to Chain Store Age indicates average Prime Day selling prices are flat, so for the first time in two years, shoppers aren't paying more than they were the year prior.
In addition, U.S. discounts are up 19% year-over-year for an average discount of 25%, while global discounts are up 12% year-over-year for an average discount of 19%.
“For the first time in two years, the average selling price of goods sold during Prime Day hasn’t increased, allowing customers to feel more confident in their spending power,” Caila Schwartz, director of consumer insights at Salesforce, said in a statement emailed to Chain Store Age. “The early results showing strong growth indicate that consumer demand is pent up, and heavy discounts are bringing in shoppers.”
