Amazon said Prime Day 2024 was its best yet, with record sales and more items sold during this two-day sale than any other Prime Day.
Amazon said it sold more than 200 million items during the 48-hour sale July 16-17. Amazon offered millions of deals to its 200 million paid Prime loyalty program members. Amazon said it signed up a “recording breaking number” of consumers for Prime prior to sales event, with millions of new global members.
Amazon did not share sales results for its 10th Prime Day sale.
The average order size on Prime Day was roughly $58, according to consumer insights vendor Numerator. What’s more, 60% of households placed two or more Prime Day orders, which brings the average household spend to about $152 over the two-day period, according to Numerator.
The vendor said the top-selling products on Amazon during Prime Day were:
- Amazon Fire TV Sticks
- Premier Protein Shakes
- Liquid IV Packets
- Glad Trash Bags
- COSRX Snail Mucin Serum
Retailers benefit from Amazon Prime Day
To capitalize on the high volume of shoppers during these two days, many retailers had their own sales. Ecommerce technology provider Adobe Analytics estimates that U.S. shoppers spent $14.2 billion with online retailers during these two days. This does not include sales on Amazon.com. In 2023, Digital Commerce 360 estimated Amazon generated $12.9 billion in sales during the two-day sales event, however the research firm did not estimate Amazon’s 2024 Prime Day sales.
Back-to-school shopping, including supplies and kids apparel, fueled the large shopping growth during these two days, according to Adobe.
Consumers spent $7 billion on mobile devices during Prime Days, which is roughly half of all shopping during those two days. This is an 18% increase from mobile shopping during Prime Days 2023.
Retailers leaned into discounts during the 2024 Prime Day sale. The average U.S. discount rate was 27% off list price, according to data from ecommerce platform provider Salesforce. This is about a 10% deeper discount than Prime Day 2023, according to Salesforce.
“Amazon’s annual Prime Day event continues to create a halo effect for all retailers during the dog days of summer,” said Rob Garf, Salesforce’s vice president and general manager of retail and consumer goods. “Consumers swooped up big deals as they become increasingly focused on value. Makeup, skincare, and apparel were the big winners as we head into the back-to-school season.”
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