Numerator has assembled an early read of the results from the first 32 hours of Prime Day 2023, which reveals that the event is triggering strong sales of home-related merchandise.
Top categories that Prime Day buyers reported purchasing were home goods, at 27%, household essentials, at 26%, apparel and shoes, at 25%, consumer electronics, at 21%, and beauty and cosmetics, at 20%.
Numerator’s Prime Day purchase data findings include:
- The average Prime Day 2023 spend per order is $56.64 versus $53.14 in the same period during the 2022 event.
- In the first 32 hours of Prime Day, 39% of orders were placed for $20 or less, and 30% were for more than $100.
- In the period, 57% of households shopping Prime Day already placed more than two orders, and 11% placed five or more orders.
- The average household spend is $134, with 20% of households spending more than $200.
- The top five items sold include Temptations Cat Treats, Amazon Fire TV Stick, Liquid I.V. Packets, Apple Watch Series 8 and Melissa & Doug Toys.
- Other top 10 items were the Echo Dot 5, Laneige Lip Products, Celsius Sparkling Drinks, Orgain Organic Protein Powder and Energizer Batteries.
- The typical Prime Day shopper was a high-income, suburban female, aged 35-44.
Numerator included Prime Day verified buyer study findings such as:
- About 89% of study participants said they were Amazon Prime members, and 86% have been Prime members for more than a year, with 81% saying they have shopped Prime Day events in the past.
- As for awareness, 97% knew it was Prime Day before shopping the event, and 60% said Prime Day was their main reason for shopping on Amazon in the 32-hour period.
- This year, 68% of Prime Day shoppers in the period said they were extremely or very satisfied with the deals offered, and 67% said this year’s deals were better or the same as last year, while only 15% said they were worse than in the year-earlier event.
- Still researching, 55% of shoppers compared Amazon’s prices to other retailers before making Prime Day purchases.
- Walmart drew 35% of price comparisons followed by Target, at 26%, club retailers, at 13%, department stores, at 10%, Best Buy, at 9%, eBay, at 5%, and Temu, at 5%.
- Just under two-thirds of Prime Day shoppers said they have or plan to shop at other summer sales, with 37% saying they would shop Target Circle Week, 32% Walmart+ Week, 20% Costco’s member’s only sale and 11% Best Buy Black Friday in July.
