US Online Sales Jump $12.7 Billion from Amazon's 'Biggest Ever' Prime Day

Amazon reported that the first day of Prime Day, July 11, was the highest selling day for the company. Over the two-day shopping event, Prime members have purchased more than 375 Million items worldwide and saved more than $2.5 Billion on thousands of deals across Amazon stores, making it the largest Prime Day program ever.

Main Points

• Prime Members have Purchased more than 375 Million items Worldwide.
• Amazon's 'Biggest Ever' Prime Day brings US online sales to $12.7 Billion.
• Adobe reported that on the second day, reductions of 14% on electronics and 12% on clothing and toys hit customers the most.
• Prime Day shoppers say they've participated in Target Circle Week, 33% in Walmart+ Week, and 37% say they won't participate in another sale.

There was a jump in sales of back-to-school items, including stationery and office supplies, on the second day, said Vivek Pandya, principal analyst at Adobe Digital Insights. The e-commerce leader's Great 48-Hour Deals beat analysts' forecasts, with US sales of $12.7 billion, up 6.1% from last year, according to an Adobe Analytics study. According to Reuters, "Amazon's 'Biggest Ever' Prime Day brings US online sales to $12.7 billion".

Bank of America estimates that $12 billion worth of goods ma y have been sold during the ceremony. Adobe reported that on the second day, reductions of 14% on electronics and 12% on clothing and toys hit customers the most.

How much did shoppers spend on Prime Day 2023?

A first estimate for Prime Day 2023 shows the average order size was $54.05, up from $52.26 in the same reporting period for Prime Day 2022. Nearly two-thirds (65%) of households shopping on Prime Day placed 2+ separate orders, spending approximately $155.67 per household.

What did people buy duing Prime Day 2023? 

An early estimate of Prime Day 2023 suggests that Temptations Cat Treats, Fire TV Sticks and Liquid I.V. Packets were the top-selling item, while shoppers said they bought the most in the categories of home goods (28%), household essentials (26%) and apparel & shoes (24%). 52% of Prime Day shoppers say they bought items they were waiting for a sale to buy. Of the items sold on Prime Day, 57% were for less than $20, 5% were for more than $100, - a value of $32.35 per item.

Who shopped on Prime Day 2023? 

The typical buyer seen on Prime Day was high-income, suburban women aged 35 to 44. 88% were Prime members, and many had had a Prime membership for a long time – 73% from 2019 or earlier, and 84% for at least a year. Nearly all (97%) knew about Prime Day before shopping on Amazon during the sale, and they had participated in the program in the past (80%).

What do shoppers think about the deals on Prime Day 2023? 

66% of shoppers on Prime Day 2023 say they were extremely or very satisfied with the deals they were offered this year. While the deals were intriguing, more than half (54%) of shoppers say they compared Amazon's prices to those of other retailers before purchasing items on Prime Day -- 36% to Walmart, 25% to Target. When it comes to other major summer sales, 34% of Prime Day shoppers say they've participated in Target Circle Week, 33% in Walmart+ Week, and 37% say they won't participate in another sale.