Market researcher Numerator has published early read results from the first 30 hours of Amazon’s inaugural Prime Early Access Sale and the top products purchased so far are affordable gift categories: Amazon Photos Projects, Amazon Gift Cards and Amazon Essentials Women’s Apparel.
The average household spend in the early hours of the sale period was about $90, and more than 11% of households spent more than $200. The average Prime Early Access Sale spend per order was $45.90, and 44% of orders placed were for $20 or less, while 10% of orders were for more than $100. In addition, 47% of consumers shopping the Early Access sale had already placed two or more separate orders.
Other Numerator early results from the Prime promotion:
- 31% of Prime Early Access shoppers said they purchased holiday gifts during the sale, up from 11% of Prime Day shoppers in July
- 24% of Prime Early Access shoppers said they purchased Toys & Games during the sale, up from 15% of 2022 Prime Day shoppers, with other top categories including Household Essentials at 29%, Apparel & Shoes at 25%, Health & Beauty products at 24% and Consumer Electronics at 21%
- 14% of the shoppers who purchased holiday gifts said they completed all or most of their holiday shopping with their early access purchases
- 96% of early access shoppers said they would “definitely or probably” shop on Amazon again for holiday items in the next three months
- 43% of early access shoppers have also checked out other early holiday sales events as 27% shopped at Target Deals Days and 24% shopped at the Walmart Rollbacks and More event
- 25% of early access shoppers said that the sale did not drive their decision to shop on Amazon, compared to 17% of shoppers on Prime Day 2022
Numerator noted that awareness of the Prime Early Access Sale was lower than Prime Day 2022: 9% of Amazon shoppers said they were not aware of the sale before visiting amazon.com versus 5% of shoppers who said the same about Prime Day 2022. Over half of Prime Early Access shoppers, 57%, also shopped on Prime Day 2022 in July.
As for the economic environment, 80% of early access shoppers said inflation affected their shopping behaviors during the event, compared to 84% who said they approached Prime Day the same way.
