Highlights. Global sales for Amazon Prime Day 2023 totaled $12.90 billion in a 48-hour period.

  • Consumers in 24 different countries purchased over 375 million items.
  • Between Prime Day 2022 and 2023, total spending increased 6.7%; per-consumer spending decreased 3.4%.
  • The average consumer spent $58.67 on Prime Day 2023.
  • Prime Day purchase discounts totaled  $2.5 billion.
  • The average discount on Amazon Prime Day was 16.2%.

Line Graph: Amazon Prime Day Global Sales Revenue (in millions) from 2015 ($900) to 2023 ($12,900) according to Numerator

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 $62.6 billion in Prime Day revenue.
  • Small businesses made an estimated $3.29 billion from Prime Day in 2023.
  • Prime Day revenue represents 2.24% of Amazon’s annual global revenue.
  • In 2023, Prime Day revenue was equivalent to over eight (8) times the retailer’s average daily revenue for that year.

Bar Graph: Amazon Prime Day Annual Revenue Growth from 2016 (+61.1%) to 2023 (+6.70%) according to Numerator

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 $58.67; the average household spent $181.72.
  • The average cost per item sold on Amazon Prime Day was $31.21.
  • 29% of Prime Day purchases were $100.00 or more.
  • 71% of Prime Day purchases were under $50.00.
  • 65% 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.

Grouped Bar Graph: Amazon Prime Day Household Spending from 2020 to 2023, including Spending per Household and Spending per Order, according to Numerator

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 2023.
  • The second-most-purchased item was Temptations Classic Cat Food followed by the Echo Dot 5th Gen.
  • Most U.S. consumers shop between the hours of 8 p.m. and 9 p.m.
  • Up to 37.3% of households in participating markets shopped on Amazon on Prime Day.
  • Amazon advertised discounts as low as 80% off on Prime Day 2023.
  • In 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.
Top 10 Products Among 2023 Prime Day Buyers
Product Category Percentage of Shoppers Who Purchased Change from Prime Day 2022
Health & Beauty 42% 20.0%
Home & Garden 41% 20.6%
Electronics 32% 3.23%
Apparel 24% 33.3%
Household 21% 31.3%
Grocery 17% 21.4%
Toys & Games 14% 7.69%
Pet Care 14% 27.3%
Tools & Home Improvement 12% 20.0%
Office Supplies 9% 28.6%

Prime Day Purchase Statistics

Conversion rates (the rate at which unique visitors make a purchase) increase on Prime Day.

  • 42% of Prime Day 2023 consumers bought health & beauty products. 
  • 53% bought items they’d been waiting to go on sale.
  • 42% purchased items included in general Prime Day deals; 34% bought items included in Prime Day Lightning Deals. 
  • 32% of Prime Day shoppers purchased the same items they typically purchase on Amazon; 23% used the sale to stock up on products. 
  • 27% of households that purchased on Prime Day bought all items in a single order.
  • The average Prime Day order contained 1.9 items, up 18.8% from 2022. 
  • 73% of orders contained a single item while 8.0% of orders contained 3-or-more items.
  • 25% of households that made Prime Day purchases completed five (5) or more orders.
  • 61% of Prime Day 2022 shoppers bought an item for themselves or a member of their household.
  • 62.8% of Prime Day 2022 purchases were Amazon brand products (such as Wag, Mama  Bear, and Happy Belly).
  • In 2022, 36% of Prime Day consumers bought at least one item for themselves;16% of shoppers made at least one impulse purchase.

Grouped Bar Graph: Amazon Prime Day Household Orders from 2020 to 2023 by orders per household and order size (units) according to Numerator

Prime Day Consumer Statistics

Over 200 million consumers have Amazon Prime memberships. 

  • 84% 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.
  • 54% of Prime Day shoppers were high-income ($80,000 and over) consumers.
  • 19% of shoppers were low-income ($40,000 and under) consumers.
  • 79% of 2023 Prime Day shoppers were repeat Prime Day customers.
  • 38% of shoppers live in the suburbs while 33% are urban dwellers; 29% live in rural areas.
  • Consumers intend to give 38% of Prime Day purchases as holiday gifts.

Grouped Bar Graph: Amazon Prime Day Small Business Sales Revenue from 2018 to 2023 including Total Sales and Small Business Sales according to Amazon.com, Inc.

Prime Day Consumers by Age

Nearly half of Prime Day consumers are over 54 years old.

  • 16% of Prime Day consumers are under 34 years old.
  • 20% of Prime Day consumers are aged 35 to 44.
  • 20% of consumers on Prime Day are 45- to 54-year-olds.
  • 21% of Prime Day consumers are 55- to 64-year-olds.
  • 24% of Prime Day consumers are aged 65 years and older.

100% Bar Race: Amazon Prime Day Share of Product Sales from 2015 to 2022 by Amazon Product Sales and Marketplace Product Sales according to Digital Commerce 360

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.

Bar Graph: Amazon-Branded Prime Day 2022 Consumer Purchases according to Numerator

Prime Day Alternative Event Statistics

29.3% of U.S. e-commerce retailers offered site-wide promotions to compete with Amazon Prime Day 2023. 

  • 54% of Prime Day shoppers reported comparing prices or products from other retail websites.
  • 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. 
  • 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. 
  • Best Buy’s “Black Friday in July” sale is open to all consumers with exclusive deals for rewards members. 
  • Wayfair’s “72 Hour Clearout” event includes closeout sales with discounts of up to 60%. 
  • Macy’s “Black Friday in July” sale offers sales of up to 75% off.
  • The Overstock “72 Hour Flash Sale” includes discounts on over 500,000 items with special discounts for in-app purchases.

Grouped Bar Graph: Average Order & Unit Prices During 2022 Sales according to Numerator

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 $40.2 billion in 2023.
  • 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 24 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.


  1. Amazon News
  2. Statista, Amazon Prime Day
  3. Digital Commerce 360, Retail Ecommerce News 
  4. Numerator, Prime Day
  5. Insider Intelligence, Amazon Pharmacy is Primed and Ready