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July 28, 2024

Amazon Prime Day is one of Amazon’s biggest sales, and consumers were equally excited about the Prime Day sale this year.

The latest insights about the sale are finally out, and Amazon stated that this was the most prominent Prime Day event ever. 

Here are some key takeaways from Amazon Prime Day 2024

  • Prime Day sales in the United States reached $14.2 billion in 2024. 
  • 49.2% of the Prime Day event purchases were made through smartphones.
  • BNPL orders accounted for 7.6% of the online purchases.
  • 63% of Prime Day shoppers were highly satisfied with Prime Day deals. 

Let’s take a detailed look at Amazon Prime Day sales worldwide, in the United States, and the latest facts and figures about Prime Day purchases, spending, and consumer behavior.

Latest Amazon Prime Day Statistics 2024 — Key Takeaways

  • Prime day sales crossed $14.2 billion in 2024, a surge of 10% last year.
  • The average spend per order was $57.97 in 2024 during Prime Day sales.
  • Discounts during Prime Day ranged between 11% and 23% in the US. 
  • In India Prime Day 2024 saw as many as 24% more Prime members shop during the sale event, compared to late year.

US Amazon Prime Day 2024 Sales Data — July

US Amazon Prime Day Sales$14.2 billion
Day 1 Sales$7.2 billion
Day 2 Sales$7 billion
Sales Through Mobiles$7 billion
Average Order Size$57.97
Discount Range11% to 23%
BNPL Purchases $1.08 billion
Top Items On Prime Day 2024 Amazon Fire TV Sticks, Premier Protein Shakes, and Liquid IV Packets.
Share of Amazon Prime Users that shopped on Prime Day88%

Source: Numerator, Adobe

Amazon Prime Day Sales Statistics 2024 

Amazon Prime Day 2024 drove record sales of $14.2 billion in the United States.

That is a YoY increase of 11.7% in the Amazon Prime Day sales in the Country.

Consumers spent $7.2 billion on Day 1 of the Prime Day event, an increase of 11.7% compared to the previous year. 

Meanwhile, on Day 2 of the event, consumers spent $7 billion, a 10.4% year-over-year growth.

Further, smartphone sales accounted for 49.2% of the total sales. That means consumers spent $7 billion during Prime Day through smartphones, an 18.6% YoY increase. 

Source: Adobe.

This year’s discount during the Prime Day sales ranged between 11% to 23%. 

Electronics had the highest discounts, up to 23%, on the listed price. Comparatively, the discounts on electronics during the Prime Day sale in 2023 were up to 14%. 

Plus, during the Prime Day event, apparel discounts were up to 20%, while computer discounts were up to 11%. 

Home/furniture, Televisions, and toys are the other categories that had high discounts during Prime Day Sale 2024. 

Expected Discounts On Amazon Prime Day 2024

Here is a table displaying the discounts recorded on different categories in 2024 and 2023 during the Prime Day event.

CategoryPrime Day Discounts in 2024Prime Day Discounts in 2023
Electronics23%14%
Apparel20%12%
Home/Furniture16%9 %
Televisions 16%5%
Toys15%12%
Appliances14%7%
Sporting Goods11%6 %
Computers11%8%

Source: Adobe

7.6% of the online orders during the 2-day Amazon Prime Day event were made with BNPL.

BNPL orders accounted for $1.08 billion of online sales. That’s a 16.4% YoY increase in the BNPL sales. 

Source: Adobe

Global Amazon Prime Day sales

In 2023, Amazon Prime Day sales worldwide reached $12.9 billion.

That was an increase of 7.5% in the global sales recorded during Amazon Prime Day in 2023. In comparison $12 billion was recorded in sales on Amazon Prime Day in 2022. 

Further, Amazon Prime Day sales worldwide jumped from $7.16 billion in 2019 to $10.4 billion in 2020, an increase of 45.25% compared to 2019. This shows that Amazon Prime Day sales spiked rapidly during the COVID-19 pandemic.

Amazon Prime Day Sales Worldwide

Here is a table displaying the Amazon Prime Day sales recorded worldwide over the years.

YearAmazon Prime Day Sales Worldwide
2023$12.9 billion
2022$12 billion
2021$11.2 billion
2020$10.4 billion
2019$7.16 billion
2018$4.19 billion
2017$2.41 billion
2016$1.52 billion
2015$0.9 billion

Source: Statista. 

US Amazon Prime Day Sales

In 2023, the Amazon Prime Day Sales in the United States was $12.7 billion.

In comparison, Amazon Prime Day sales were $11.9 billion in 2022, an increase of  6.7% compared to the previous year. 

The Amazon Prime Day sales in the United States jumped by  62.79% in 2022 compared to the sales of $7.31 billion recorded in 2021. 

Amazon Prime Day Sales In The U.S

The following table displays the Amazon Prime Day Sales recorded in the United States over the years. 

YearAmazon Prime Day Sales In The U.S.
2023$12.7 billion
2022$11.9 billion
2021$7.31 billion
2020$6.17 billion
2019$4.32 billion
2018$2.62 billion
2017$1.59 billion
2016$0.99 billion

Source: Statista. 

Over one-third of the households in the United States shopped on Amazon Prime Day in the United States in 2023. 

On average, the orders per household in the United States during the Prime Day sales were recorded to be 3.1, while the average spendings per household were recorded to be $181.72. 

Besides, the average order size per household was 1.9 items, and the spending per unit was recorded to be $31.21. 

The following table displays the Prime Day stats recorded per household in the United States. 

StatsPrime Day 2023Prime Day 2022
Household penetration37.3%34.1%
orders per household 3.12.9
spendings per household$181.72$176.71
order size per household($)$58.67$60.73
order size per household 1.91.6
spending per unit $31.21$32.71

Source: Numerator. 

Over three-fourths of the households in the United States placed two or more orders during Prime Day in 2023. 

Further, one-quarter of the households in the country placed over 5 orders from Amazon Prime in the United States, and just 15% of the households placed 3 orders. 

Here is a table displaying the average number of orders placed by households during Amazon Prime Day in the United States in 2023. 

Orders Per HouseholdPercentage Of Households
127%
221%
315%
411%
5+25%

Source: Numerator. 

15% of the households in the United States spent up to $50 on average during Prime Day in 2023. 

Further, just 1 in 10 households in the country spent over $500 during the Amazon Prime Day.

On the other hand, just 9% of households spent $100 on purchases during Amazon Prime Day.

The following table displays the average household expenditure recorded in the United States during the Prime Day sales in 2023. 

Average Household SpendPercentage of Household
<$2511%
<$50 14%
<$7511%
<$1009%
<$15013%
<$200 9%
<$2507%
<$3005%
<$4007%
<$5005%
≥$50010%

Source: Numerator. 

Amazon Prime Day In The United Kingdom

Online shoppers in the United Kingdom spent 1.15 billion British pounds on Amazon Prime Day 2023. 

On day one, sales of 581 million British pounds were recorded in the United States, while on day two of Amazon Prime sales, a total sales of 573 million pounds were recorded. 

Comparatively, online shoppers in the country spent 1.12 billion British pounds on Amazon Prime Day in 2022. 

The following table displays the sales on Amazon Prime Day recorded in the United Kingdom in 2022  and 2023. 

YearDay One Day Two
2023581570
2022573550

Source: Statista. 

Which Countries Get To Shop In Prime Day Deals?

24 countries worldwide participate in Amazon Prime Day deals. 

However, the majority of the sales are recorded from the United States as the country is the biggest market for Amazon. 

Here is a list of countries that participate in the Amazon Prime Day Deals:

  • Australia
  • Austria
  • Belgium
  • Brazil
  • Canada
  • Egypt
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Luxembourg
  • Mexico
  • Netherlands
  • Poland
  • Portugal
  • Saudi Arabia
  • Singapore
  • Spain
  • Sweden
  • Turkey
  • The United Arab Emirates
  • The United States 
  • The United Kingdom

Source: CNET. 

Amazon Prime Day Purchases

Consumers purchased 375 million items during the Amazon Prime Day sale in 2023. 

That was an increase of 75 million purchased items in 2023 compared to 300 million items purchased in 2022.

Comparatively, only 100 million items were purchased by consumers on Amazon Prime Day sales in 2018. This shows the purchased items during Amazon Prime sales increased by 275 million since 2018.

Number Of Item Purchased During Amazon Prime Day Sales

The following table displays the number of items purchased by shoppers during Amazon Prime Sales over the years. 

YearNumber Of Items Purchased During Amazon Prime Day Sales
2023375 million
2022300 million
2021250 million
2019175 million
2018100 million

Source: Statista. 

Nearly 3 in 10 Amaozn Prime Day shoppers purchased home goods during the Amazon Prime Day sales in the United States.

The majority of the shoppers in the country purchased home decor during Amazon Prime Day sales in 2023, while just 125 purchased smart home devices. 

Further, 26% of the shoppers purchased household essentials during Amazon Prime Day sales in 2023. 

The following table displays the most popular product categories during the Amazon Prime Day sales in the United States in 2023.

Product CategoriesPercentage Of Amazon Prime Day Shoppers
Home goods28%
Household essentials26%
Apparel & shoes24%
Consumer electronics21%
Beauty and cosmetics19%
Health and wellness19%
Toys & video games15%
Pet care14%
Small appliances12%
Smart home devices12%

Source: Statista

9 out of 10 products with the highest sales growth during the Prime Day sales in 2023 belonged to the toys and homeware category in the United States. 

The kitchen bowl by the brand Qiopertar gained an outstanding sales growth of 13,008,766% on Amazon Prime Day sales. It outranked the other products and was the product with the highest sales growth. 

The following table displays the products with the highest sales growth during Amazon Prime Day in 2023 in the United States.

Product NameCategoryPercentage Change In Sales
Qiopertar 1PC Rust Steel Light Luxury Thickened Multi-Functional Large Basin  Home and Kitchen13,008,766%
ZZKHGo Cordless Car Vacuum  Home and Kitchen4,646,359%
Play-Doh Slime 30 Can Pack  Toys and games1,234,700%
ZMLM 10 Inch LCD Writing Drawing Tablet – blue  Toys and games1,174,400%
ZMLM 10 Inch LCD Writing Drawing Tablet – pink  Toys and games782,900%
Squishmallows Original 12-inch Emery Pink Latte  Toys and games591,850%
Dash Precision Quick-Read Meat Thermometer  Home and Kitchen571,136%
iRobot Roomba j6+ (6550) Self-Emptying Robot Vacuum  Home and Kitchen549,914%
Squishmallows Original 12-inch Maisha Brown Beaver  Toys and games448,540%
JiaSifu 40×60 High Definition Monocular Telescope  Electronics417,043%

Source: Statista

Amazon Prime Day Duration

The Amazon Prime Day Sales duration was initially 24 hours in 2015. The Prime Day sales were just for a day in 2015  and 2016. However, in 2017, the sales lasted for 30 hours, and in 2018, the Prime Day sales lasted for 36 hours.

Later in 2019, the Amazon Prime Day sales were extended for 2 days considering the response of consumers. Since then, Amazon Prime Day has lasted for 48 hours. 

The following table displays the duration of the Prime Day sales recorded over the years. 

Sale-YearDuration
July 16-17, 202448  hours
July 11-12, 202348  hours
July 12-13, 202248 hours
June 21-22, 202148 hours
October 13-14, 202048 hours
July 15-16, 201948 hours
July 16-17, 201836 hours
July 10-11, 201730 hours
July 12, 201624 hours
July 15, 201524 hours

Source: Statista.

Amazon Prime Day Spending Statistics

In the United States, 23% of the orders placed during the Amazon Prime Day sales were worth up to $20.

Meanwhile, the lowest share of orders placed during the Prime Day sales were worth over $200. 

Besides, 1 in 20 orders placed by the people in the United States was worth up to $40. 

Here is a table displaying further details about the percentage of orders made during the Amazon Prime Day sales in the United States. 

Average Order Value Share Or Orders
≤ 1017%
≤ 2023%
≤ 3015%
≤ 4010%
≤ 506%
≤ 10015%
≤ 2009%
> 2005%

Source: Statista. 

Consumer Behavior On Amazon Prime Day

Over in 9 in 10 Prime Day, shoppers stated that they had already made purchases during Prime Day sales in the past year.

Meanwhile, 85% of the shoppers in the United States stated that they would love it if Amazon hosted two Prime Day events in a year. 

Besides, 6 in 10 Amazon Prime Day shoppers consider price an important factor while shopping. 

Here is a table displaying further details about the opinions and shopping habits of Amazon Prime Day shoppers. 

Opinions And Shopping HabitsPercentage Of Shoppers
Have purchased during previous editions of Prime Day91%
Prefer to wait until Prime Day to bag a better deal, even if a product was on sale in the lead-up63%
Price is an extremely important factor61%
Will research products to purchase before Prime Day61%
Would love two Prime Day events a year85%

Source: Statista

Over 1 in 2 shoppers in the United States shopped for the items they have been waiting to to purchase on sale. 

At the same time, over one-third of the shoppers in the United States purchased items that were included in the lightning deals. 

The following table provides further details about the types of purchases that US shoppers made during the Amazon Prime Day Sale in 2023. 

Types Of Purchases MadePercentage Of Shoppers
Used the sale to stock up on sale items23%
Shopped for the same items they typically buy on Amazon32%
Same items I typically buy on Amazon32%
Items included in Lightning Deals34%
Items included in general Prime Day deals42%
Items I’ve been waiting to purchase on sale53%
Had an idea of what they wanted to purchase going into Prime Day82%

Source: Numerator.

Over 7 in 10 US shoppers said they would purchase products on sale only if needed during the Amazon Prime Day sales. 

At the same time, nearly one-third of Prime users in the United States considered recession fears to be one of the factors that influenced their shopping on Amazon Prime Day. 

The following table displays the factors that influenced the purchases of people in the United States during Amazon Prime Day 

Relevant Factors Influencing Amazon Prime Day ShoppingPercentage Of US Shoppers
If there is a sale on items consumers need71%
Having a Prime membership53%
Shipping and delivery time43%
Recession fears32%

Source: Statista. 

Over 1 in 2 shoppers in the United States were discouraged from shopping on Amazon Prime Day due to product price inflation. 

Meanwhile, one in four shoppers in the United States stated that rising interest rates were one of the major reasons they did not shop during Amazon Prime Day. 

Here is a table displaying further factors that discouraged people in the United States from shopping on Amazon Prime Day in 2023.  

Factors Discouraging From ShoppingPercentage Of US Shoppers
Product price inflation54%
Rising interest rates25%
Spending more on travel and experiences18%
Making more of my purchases offline18%
Stock market valuations11%
None of the above24%

Source: Statista

BNPL Purchases On Amazon Prime Day

927 million people in the United States made use of the BNPL option during the Prime Day sales in 2023.

Of these 461 people used BNPL for shopping on the first day of the sale, while 466 million people used the BNPL option for shopping on day 2 of the sale. 

Comparatively, 739 people used the BNPL option while shopping on Amazon during the Prime Day sales in the United States in 2022. 

The following table displays the number of people in the United States who used the BNPL option to shop during Amazon Prime Day sales. 

Day 20232022
Day one461 million371 million
Day two466 million368 million

Source: Statista

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