The Seattle Times reports that “Amazon marked its largest sales day ever Tuesday, the start of a two-day Prime Day sales event that saw shoppers spend billions to buy more than 375 million items, the tech and e-commerce giant said Thursday after the sale ended.
“Prime Day spending in the U.S. clocked in at $12.7 billion, up 6.1% from last year and setting a record for Prime Day, according to data from Adobe Analytics … the average order size was $54, up from $52 during Prime Day 2022, according to data and tech company Numerator. This year, 65% of households shopping Prime Day placed two or more orders, bringing the average household spend to $155.”
According to the story, “Amazon’s 2023 Prime Day surpassed its results from 2022. Savings increased from $1.7 billion to $2.5 billion, it said. The total number of purchases rose from 300 million to 375 million items.”
Amazon also says that “this year’s event also recorded the largest number of Prime membership sign-ups of any previous Prime Day,” though it did not disclose that number.
The story notes that “Numerator’s analysis found shoppers this year favored lower-priced items. The average spend per item was $32, with 57% of items purchased marked under $20 and just 5% going for more than $100.
“About 6.5% of orders were purchased through Buy Now Pay Later, which allows customers to pay for purchases over several installments, according to data from Adobe Analytics. Those sales drove $927 million in revenue, up 20% from the same event last year.”
Amazon also added new features to Prime Day, including a component that allowed customers to use Priceline to book travel at a discount. And, “This year, Amazon included new features like a filter to search only for products from small businesses or the option to request an invitation to purchase popular products that Amazon thought could sell out. Amazon also offered Buy With Prime, a way for customers to shop using Amazon Prime on third-party sites.”
KC’s View:
So the reports of Amazon’s decline may be premature and/or exaggerated?
Is Amazon’s post-pandemic malaise – if it ever really existed – over?
Is it possible that Amazon has discovered that Day Two can generate as much traffic and sales as Day One?
One thing I think that Amazon has taken to heart is the idea that it needed to add some new components to Prime Day so the premise did not become stale – hence things like the Priceline connection.
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