Amazon Prime Day - statistics & facts
48 hours of discounts usually set around mid-July and available to Premium users only – this are the Amazon Prime Days. In the United States, the 2024 iteration generated online sales worth 14.2 billion U.S. dollars and involved over 180 million shoppers. Notably, payments with Buy Now, pay later (BNPL) options hit the billion U.S. dollar mark for the first time.
Shoppers might find themselves overwhelmed by discounts and price reductions. Therefore, ad campaign setup is crucial in driving brands’ sales during the shopping event. In 2024, marketers favored sponsored products over sponsored display, increasing their spending on the former format by roughly 80 percent from 2023.
The yearly surge in Amazon Prime Days sales shows no decline and strategically anticipates the holiday season. With other retailers setting off promotions during the same period, Prime Days’ impact is so powerful that it represents a pushing factor not just for the e-commerce giant but for the entire industry.
What is the sale strategy?
Although the Prime sale event is still less profitable than Black Friday for Amazon sellers, it represents an unmissable opportunity to increase sales. Even brands not participating in the shopping event benefit from it thanks to higher online traffic and the hectic shopping activity on the platform. On Prime Days, sellers apply different types of promotions, ranging from coupons to spotlight deals. In 2024, Prime Exclusive Discounts (PED) were the most popular format, as the share of brands using them doubled from the year before.Shoppers might find themselves overwhelmed by discounts and price reductions. Therefore, ad campaign setup is crucial in driving brands’ sales during the shopping event. In 2024, marketers favored sponsored products over sponsored display, increasing their spending on the former format by roughly 80 percent from 2023.
Looking at shopping carts
In 2024, U.S. consumers had apparel and shoes on top of their shopping lists, while an increasing number of buyers waited for the shopping event to save up on back-to-school or back-to-college purchases. Prime promotions mostly drive purchases for personal and household use, as less than one in five people start their holiday shopping with Prime deals. However, the best Amazon deals and bargains were likely to be found under the consumer electronics and cell phone categories, looking at the average discount rates.The yearly surge in Amazon Prime Days sales shows no decline and strategically anticipates the holiday season. With other retailers setting off promotions during the same period, Prime Days’ impact is so powerful that it represents a pushing factor not just for the e-commerce giant but for the entire industry.
