Highlights. Global sales for Amazon Prime Day 2024 totaled $14.2 billion in a 48-hour period.
- Consumers in 23 different countries purchased over 300 million items.
- Between Prime Day 2023 and 2024, total spending increased 11.0%; per-order spending decreased 1.2%.
- The average order value was $57.97 on Prime Day 2024.
- Prime Day purchase discounts totaled $2.5 billion in 2023.
- The average discount on Amazon Prime Day was 18%.
Prime Day Revenue Statistics
Revenue in 24 hours on Prime Day exceeds Amazon revenue on every other day of the year.
- Since 2015, Amazon has claimed a total of $76.5 billion in Prime Day revenue.
- Small businesses made an estimated $3.63 billion from Prime Day in 2024.
- Prime Day revenue represents 2.23% of Amazon’s annual global revenue.
- In 2024, Prime Day daily revenue was equivalent to over four (4) times the retailer’s average daily revenue for that year.
Prime Day Spending Statistics
Amazon launched the first 24-hour Prime Day sale in 2015; since then, the duration of the sale has extended to 48 hours.
- In 2023, the average Prime Day order totaled $57.97; the average household spent $152.33.
- The average cost per item sold on Amazon Prime Day was $28.06.
- 32% of Prime Day purchase orders were $100.00 or more.
- 60% of Prime Day purchases were under $50.00.
- 55.3% of online shoppers who placed orders on Prime Day spent a total of $100.00 or more.
- Mobile sales on Prime Day 2024 totaled $7.0 billion, up 18.6% year-over-year (YoY).
- 49.2% of all Prime Day sales were made on mobile devices, a 5.87% increase from 2023.
- $1.08 billion in sales on Prime Day 2024 were made using Buy Now, Pay Later (BNPL) services, up 16.4% YoY.
- BNPL accounted for 7.61% of Prime Day sales, a 4.10% increase from 2023.
Prime Day Shopping Statistics
Prime Day shopping includes Lightning Deals where shoppers have a limited time to take advantage of a discount and the items-per-customer may be limited.
- Prime Day shoppers bought more Amazon Fire Sticks than any other item in 2024.
- The second-most-purchased item by units sold was Starbucks Frappuccino followed by Premier Protein Shakes.
- The top-selling item during Prime Day 2024 by total sales dollars was the Blink Outdoor Camera 4th Gen; the second-most-purchased was the Apple Watch Series 9.
- 36.9% of U.S. households shopped on Amazon on Prime Day 2024.
- Amazon advertises discounts as low as 80% off during Prime Day.
- In 2024, 54% of Amazon Prime Day buyers compared prices at other online retailers.
- During Prime Day 2024, tablets saw the largest sales growth (117%) compared to average daily sales in June 2024.
- Television sales were up 111% during Prime Day, while headphones and Bluetooth speaker sales were up 105%.
| Product Category | Percentage of Shoppers Who Purchased | Change from Prime Day 2023 |
|---|---|---|
| Health & Beauty | 47% | 11.9% |
| Home & Garden | 43% | 4.88% |
| Electronics | 31% | -3.13% |
| Apparel | 28% | 16.7% |
| Household | 22% | 4.76% |
| Grocery | 17% | 0.0% |
| Toys & Games | 14% | 0.0% |
Prime Day Purchase Statistics
Conversion rates (the rate at which unique visitors make a purchase) increase on Prime Day.
- 47% of Prime Day 2024 consumers bought health & beauty products.
- 54% bought items they’d been waiting to go on sale.
- 41% purchased items included in general Prime Day deals; 28% bought items included in Prime Day Lightning Deals.
- 34% of Prime Day shoppers purchased the same items they typically purchase on Amazon; 23% used the sale to stock up on products.
- 40% of households that purchased on Prime Day 2024 bought all items in a single order.
- 24% of households participating in Prime Day made two (2) orders; 36% made three (3) or more orders
- The average Prime Day order contained 2.1 items, up 9.90% from 2023.
- 23.3% of Prime Day 2024 shoppers bought at least one item for themselves.
- 9.39% of online shoppers made at least one impulse purchase during Prime Day 2024.
- 38.1% of Prime Day shoppers spent more during the sales event in 2024 than in 2023.
Prime Day Consumer Statistics
Over 200 million consumers have Amazon Prime memberships.
- In 2024, 98% of Prime Day consumers were aware of the sales event before shopping.
- 88% of Prime Day consumers were Prime members; 85% had been Prime members for over one (1) year.
- Approximately 2.4% of Prime Day shoppers join Amazon Prime during the sales event.
- Most U.S. consumers shop between the hours of 8 p.m. and 9 p.m.
- 34% of Prime Day shoppers were high-income ($125,000 and over) consumers.
- 18% of shoppers were low-income ($40,000 and under) consumers.
- 84% of 2024 Prime Day shoppers were repeat Prime Day customers.
- 9.09% of online shoppers purchase holiday gifts during Amazon Prime Day.
Prime Day Consumers by Age
More than half of Prime Day consumers are over 43 years old.
- 5% of Prime Day consumers are under 29 years old.
- 27% of Prime Day consumers are aged 29 to 42.
- 35% of consumers on Prime Day are 43- to 59-year-olds.
- 33% of Prime Day consumers are aged 60 years and older.
Prime Day Alternative Event Statistics
22.1% of U.S. e-commerce retailers offered site-wide promotions to compete with Amazon Prime Day 2024.
- 59% of shoppers who participated in Prime Day 2024 also shopped other retailers’ sales around the same period.
- 54% of Prime Day shoppers reported comparing prices or products from other retail websites.
- Walmart advertises “Walmart+ Week”, a multi-day sale that is only open to Walmart+ members for the first 24 hours; general access is available after the first day of the sale.
- Target’s “Circle Week” event is open to all members of the Circle rewards program; paid Circle 360 members can access additional discounts and perks.
- Best Buy’s “Black Friday in July” sale is open to all consumers with exclusive deals for rewards members.
- In 2024, 35% of Prime Day consumers shopped Walmart+ Week, 34% shopped Target Circle Week, and 11% shopped Best Buy’s Black Friday in July.
Prime Day Marketplace Sales Statistics
While sales of both Amazon brands and Amazon Marketplace items increase on Prime Day, Marketplace sellers (i.e. third-party merchants) saw a larger increase in sales during Prime Day 2022.
- From Prime Day 2021 to Prime Day 2022, sales of Amazon Marketplace items increased 10.7%..
- Amazon’s own products saw sales increase 6.1% during the same period.
- As a percentage of total product sales, Marketplace item sales increased 3.33%.
- The rate of Marketplace product sales as a percentage of total Prime Day sales declined 18.2% from 2015 to 2022.
- Third-party sellers made $1.9 billion from the 2022 Prime Day run-up “Spend $10, Get $10” event, where for two weeks, Amazon offered $10 digital gift cards to members who purchased at least $10-worth of Marketplace items.
Prime User Statistics
Prime grocery benefits extend to members shopping at Whole Foods in thousands of qualifying municipalities. Under certain conditions, discount Amazon Prime memberships are available.
- Amazon’s revenue from subscription services (including Prime memberships) totaled $44.4 billion in 2024.
- A $6.99 discount Prime membership is available to recipients of certain government programs, such as EBT and Medicaid.
- Students may be eligible for a 6-month free trial of Prime in addition to a reduced-price membership of $7.49 per month or $69.00 per year.
- Over 20 million items on Amazon have free one-day delivery with Prime membership.
- In 2025, Prime services and sale prices are available in 25 countries.
- 75% of Prime members are in the United States.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- Amazon News
- Statista, Amazon Prime Day
- Digital Commerce 360, Retail Ecommerce News
- Numerator, Prime Day
- Adobe for Business, Blog