Highlights. Global sales for Amazon Prime Day 2022 totaled $12.09 billion in a 48-hour period.
- Consumers in 20 different countries purchased over 300 million items.
- Spending increased 16.8% per consumer (8.04% total) between Prime Days 2021 and 2022.
- The average consumer spent $52.26 on Prime Day 2022.
- Prime Day purchase discounts totaled $1.7 billion.
- The average discount on Amazon Prime Day was 12.3%.
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 $49.7 billion in Prime Day revenue.
- Small businesses made over $3.0 billion from Prime Day in 2022.
- Prime Day revenue represents 2.38% of Amazon’s annual global revenue.
- In 2021, Prime Day revenue was equivalent to over nine (9) 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.
- The average Prime Day order totaled $60.29. the average household spent $197.92.
- The average cost per item sold on Amazon Prime Day was $33.58.
- 26% of Prime Day purchases were $100.00 or more.
- 67% of Prime Day purchases were under $50.00.
- 62% of households that placed orders on Prime Day spent a total of $100.00 or more.
- 35% of repeat Prime Day consumers reported spending more in 2022 than they did in 2021.
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.
- The top three (3) items were consumer electronics; Dawn dish soap was the fourth-most-purchased item.
- Most U.S. consumers shop between the hours of 8 p.m. and 9 p.m.
- Up to 29.9% of households in participating markets shopped on Amazon on Prime Day.
- Amazon advertised discounts as low as 80% off on Prime Day 2022.
- 56% of Amazon Prime Day buyers shopped at other online retailers.
- 28% of shoppers reported they did not buy an item that was a particularly good deal due to inflation and because the item was not a necessity.
| Product Category | Percentage of Shoppers Who Purchased | Change from Prime Day 2021 |
|---|---|---|
| Household Essentials | 30% | 11.1% |
| Health & Beauty | 28% | 0.00% |
| Consumer Electronics | 27% | -3.57% |
| Apparel & Shoes | 26% | -3.70% |
| Home & Garden | 23% | -8.00% |
| Grocery | 17% | 13.3% |
| Smart Home Devices | 16% | 0.00% |
| Pet Care | 15% | 15.4% |
| Toys & Games | 15% | 0.00% |
| Office Supplies | 13% | NA* |
*Office supplies weren’t recorded as a product category in 2021.
Prime Day Purchase Statistics
Conversion rates (the rate at which unique visitors make a purchase) increase on Prime Day.
- 61% of Prime Day 2022 shoppers bought an item for themselves or a member of their household.
- 62.8% of Prime Day purchases were Amazon brand products (such as Wag, Mama Bear, and Happy Belly).
- 30% of Prime Day 2022 consumers bought household essentials.
- 36% of Prime Day consumers bought at least one item for themselves.
- 21% bought large items they’d been waiting to go on sale.
- 16% made at least one impulse purchase.
- 14% made at least one purchase of something they’d normally buy elsewhere.
- 32% of households that purchased on Prime Day bought all items in a single order.
- 74% of orders contained a single item while 8.0% of orders contained 3-or-more items.
- 22% of households that made Prime Day purchases completed five (5) or more orders.
- 68% of smart home devices purchased on Prime Day were Amazon brand.
Prime Day Consumer Statistics
Over 200 million consumers have Amazon Prime memberships.
- 91% of Prime Day consumers have been prime members for over one (1) year while approximately 2.0% of Prime members join on Prime Day.
- 78% of Prime Day shoppers were female.
- 53% of Prime Day shoppers were high-income (over $80,000) consumers.
- 20% of shoppers were low-income (under $40,000) consumers.
- 75% of 2022 Prime Day shoppers were repeat Prime Day customers.
- 40% of shoppers live in the suburbs while 32% are urban dwellers; 28% live in rural areas.
- Consumers intend to give 38% of Prime Day purchases as Christmas gifts.
Prime Day Consumers by Age
More than half of Prime Day consumers are between the ages of 35 and 54 years old.
- 18% of Prime Day consumers are under 34 years old.
- 23% of Prime Day consumers are aged 35 to 44.
- 22% of consumers on Prime Day are 45- to 54-year-olds.
- 22% of Prime Day consumers are 55- to 64-year-olds.
- 16% of Prime Day consumers are aged 65 years and older.
Prime Day Marketplace Sales Statistics
While sales of both Amazon brands and Amazon Marketplace items increased, Marketplace sellers (i.e. third-party merchants) saw a larger increase in sales.
- Sales of Amazon Marketplace items increased 10.7% from Prime Day 2021 to Prime Day 2022.
- 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 Day Alternative Event Statistics
Over 100 of the Top 250 retailers launched their own sales events to compete with Prime Day, and U.S. consumers spent $11.9 billion on ecommerce sites over the same two-day period (July 12 and 13) that Amazon ran Prime Day.
- 24% of Prime Day shoppers reported purchases from other retail websites.
- Target offered “Deal Days” in 2022, which did not require membership in the company’s Prime-like customer loyalty program, Target Circle.
- Wayfair’s “Summer of Deals” event included a closeout sale section with discounts of up to 80%.
- Best Buy’s “Black Friday in July” (previously called “Bigger Deal Savings”) sale was 72 hours long.
- Bed Bath and Beyond hosts the “Beyond Big Savings” event, which includes deep discounts site-wide and also runs at the same time as Prime Day.
- Walmart advertises “Deals for Days”, a multi-day sale that does not require a Walmart+ membership.
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 makes an estimated $27.8 billion from Prime membership fees in one year.
- Revenue from subscription services (including Prime) totaled $31.8 billion in 2021.
- 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.
- 20 million items on Amazon have free one-day delivery with Prime membership.
- Prime services and sale prices are available in 23 countries.
- Up to 76% 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, Amazon Prime Day 2022 Sales Top $12 Million
- Numerator, Prime Day
- CNET, Amazon Prime Day 2022: Second ‘Prime Early Access Sale’ Event and More
- NBC News, Prime Day 2022: The Best Lightning Deals, Sales and More
- Rolling Stone, RS Recommends: Think Amazon Has the Best Deals This Week? These Sites Beg to Differ
- Insider Intelligence, Amazon Pharmacy is Primed and Ready