Amazon.com Inc. mentioned its 48-hour Prime Day occasion broke its personal report for gross sales in 2024, although it didn’t specify the gross sales quantity or quantify the expansion.
Prime members shopped “thousands and thousands of offers throughout greater than 35 classes,” Amazon mentioned. Additionally they “bought extra objects than any earlier Prime Day buying occasion.”
Unbiased sellers, particularly, offered greater than 200 million objects over the course of the 48-hour Prime Day occasion. Amazon mentioned most of them are small and medium-sized companies.
Moreover, Amazon mentioned its new AI-powered conversational assistant — which it calls Rufus — helped thousands and thousands of shoppers store throughout the occasion.
“Thousands and thousands extra Prime members shopped the two-day buying occasion in comparison with Prime Day 2023,” Amazon mentioned in an announcement.
Amazon is No. 1 within the High 1000, Digital Commerce 360’s database of North America’s largest on-line retailers primarily based on net gross sales. It’s additionally No. 3 within the World On-line Marketplaces database, which ranks the 100 largest international marketplaces by third-party gross merchandise worth (GMV). Digital Commerce 360 initiatives Amazon’s complete net gross sales in 2024 will attain $469.01 billion.
How a lot did Amazon make in gross sales throughout Prime Day 2024?
Though Amazon didn’t reveal precisely how a lot it made in Prime Day 2024 gross sales, third-party knowledge offers insights into how the occasion went.
The common order worth (AOV) throughout Prime Day 2024 was $57.97, in keeping with knowledge from Numerator. Numerator is an information and expertise firm that gives market analysis. Its knowledge relies on a group of 93,513 distinctive orders throughout Amazon’s 48-hour occasion, from 35,588 households.
Greater than half (60%) of households that shopped Amazon throughout the Prime Day 2024 gross sales occasion positioned two or extra orders. This introduced the common family spend to about $152, Numerator mentioned. 40% of households made only one order, whereas 24% made two orders.
Moreover, 23% of households for which Numerator has knowledge spent greater than $200. 22% of households spent greater than $100 however not more than $200. Equally, 21% of households spent greater than $50 however not more than $100.
The common worth per merchandise was $28.06, Numerator discovered. Based mostly on the variety of items bought, the top-selling objects had been the Amazon Hearth TV Stick, premier protein shakes, Liquid I.V. packets, Glad trash luggage and COSRX snail mucin serum.
88% of customers had been Prime members, in keeping with Numerator, and 85% have been Prime members for greater than a 12 months. 98% knew it was Prime Day earlier than buying, and simply over half (53%) mentioned Prime Day was their essential cause for buying. Furthermore, 54% in contrast costs from different retailers.
Whereas 41% of shoppers Numerator surveyed mentioned they didn’t store different gross sales, greater than a 3rd shopped different Mass Retailers‘ summer time gross sales promotions. 35% mentioned they shopped Walmart Offers, which ran July 8 to 11. Equally, 34% shopped Goal Circle Week. Simply 11% mentioned they shopped from Shopper Electronics retailer Finest Purchase’s Black Friday in July promotion.
Influence of Amazon Prime Day 2024 on US on-line retail gross sales
On the second day of the Amazon Prime Day 2024 occasion, July 17, shoppers spent $7 billion on-line — and that’s outdoors of Amazon itself — in keeping with knowledge from Adobe Analytics.
Adobe’s evaluation relies on 100 million inventory protecting items (SKUs) throughout 18 product classes and covers greater than 1 trillion visits to U.S. retail websites. 200 on-line retailers within the High 1000 use Adobe Analytics for his or her net analytics, and 97 use it for website design and growth. High 1000 on-line retailers additionally use it for content material supply and administration, as an ecommerce platform, a advertising and marketing platform, for personalization and extra.
That $7 billion is shy of the primary 24 hours’ $7.2 billion, which marked a brand new report, but it nonetheless represents 10.4% year-over-year progress.
Nonetheless, it brings the full of U.S. on-line retail gross sales — excluding Amazon — to $14.2 billion throughout the full Amazon Prime Day 2024 gross sales occasion, in keeping with Adobe. That’s each an 11% year-over-year improve and a brand new report for on-line gross sales throughout the Prime Day occasion.
Gross sales progress by class
Particular classes drove the gross sales, Adobe knowledge reveals. Electronics gross sales as an entire elevated 61% over the two-day occasion in comparison with common every day gross sales in June 2024, Adobe mentioned. Throughout particular merchandise, tablets had the most important gross sales progress at 117% over the two-day occasion, adopted by:
- Televisions (up 111%)
- Headphones and Bluetooth audio system (105%)
- Health trackers (88%)
- Computer systems (80%)
- Smartphones (71%)
- Cameras (60%)
Amongst house, furnishings and home equipment gross sales, small kitchen home equipment noticed the most important progress over the two-day gross sales interval at 76%. Kitchenware and cookware gross sales grew 25% and mattresses 21%. In the meantime, Dwelling workplace furnishings gross sales grew 14% and bed room furnishings 11%.
Throughout the attire class, gross sales of fits grew probably the most, at 36% throughout each days. Outerwear (19%), footwear (17%) and equipment (17%) accounted for the next-most gross sales progress.
“The electronics, attire, and furnishings classes make up practically half of e-commerce spend however has seen low single digit progress within the first half of 2024,” mentioned Vivek Pandya, lead analyst at Adobe Digital Insights, in an announcement. “It’s clear now that the Prime Day occasion has been a catalyst throughout these main classes, with reductions deep sufficient for shoppers to hit the purchase button and improve objects of their properties.”
Trending spending habits
Nearly half of that complete got here from cellular gadgets. Cell commerce drove near half (49.2%) of on-line purchases on the second of Amazon’s two-day occasion. For each days mixed, shoppers spent $7 billion from their cellular gadgets. That’s 18.6% year-over-year progress.
Purchase now, pay later (BNPL) accounted for 7.6% of on-line orders throughout the Amazon Prime Day 2024 gross sales occasion. BNPL drove $1.08 billion in on-line spending throughout Amazon’s Prime Day 2024 gross sales occasion. That’s 16.4% year-over-year progress.
Retailers have leaned into reductions to drive progress for the reason that 2023 vacation buying season, Adobe mentioned. Amazon Prime Day’s gross sales occasion drew reductions from different retailers, in keeping with Adobe Analytics, together with:
- Electronics peaking at 23% off listed worth (vs. 14% in 2023)
- Attire reductions at 20% (vs. 12% in 2023)
- Dwelling/furnishings at 16% (vs. 9%)
- Televisions at 16% (vs. 5%)
- Toys at 15% (vs. 12%)
- Home equipment at 14% (vs. 7%)
- Sporting items at 11% (vs. 6%)
- Computer systems at 11% (vs. 8%)
Shoppers chosen curbside pickup for practically a fifth of U.S. on-line orders (18.9%) throughout the two-day gross sales occasion (amongst retailers providing the service). That’s down slight from 20.2% in 2023.
Prime Day’s impact on on-line retail
Globally, gross sales progress for retailers aside from Amazon was flat 12 months over 12 months throughout the Prime Day 2024 occasion, in keeping with ecommerce platform supplier Salesforce.
That wasn’t the case in North America, although. As an entire, North American on-line gross sales grew 3% 12 months over 12 months throughout the gross sales occasion. The USA led that complete progress for the continent, accounting for many of the gross sales throughout the interval. Nonetheless, Canada’s on-line retail gross sales grew at a quicker charge: 8% 12 months over 12 months.
In North America, 76 of the highest 2000 on-line retailers use Salesforce as their ecommerce platform, in keeping with Digital Commerce 360 knowledge. And in 2023, these 76 on-line retailers mixed for greater than $136.077 billion in net gross sales.
Shoppers locked in on offers as they turn out to be more and more centered on worth, mentioned Rob Garf, vice chairman and normal supervisor of retail and client items at Salesforce, in an announcement. Make-up, skincare, and attire had been the large winners heading into the back-to-school season, he added.
“Amazon’s annual Prime Day offers us a glimpse into what we are able to count on this vacation season,” Garf mentioned. “And retailers should be smiling. On-line site visitors and demand had been up. And far of the net progress was primarily based on individuals shopping for extra, not simply larger costs.”
In distinction, TikTok’s “Deal for You Days” didn’t drive the identical outcomes as Amazon this 12 months, Salesforce mentioned. Reductions timed to coincide with TikTok’s gross sales occasion averaged 18% off product costs. That compares to 22% reductions, on common, throughout this 12 months’s Prime Day occasion, in keeping with Salesforce knowledge.
Salesforce additionally broke out which classes had the most important gross sales progress and reductions throughout the full span of the 2024 Prime Day occasion.
High-performing verticals by gross sales progress
- Well being & Magnificence (16% improve). Make-up gross sales, particularly, grew 30%. Skincare gross sales grew 14%.
- Energetic Footwear (12%)
- Common Footwear (12%)
Highest reductions globally by class
- Common Attire (common low cost of 28%)
- Magnificence & Make-up (26%; was 21% in 2023)
- Magnificence & Skincare (22%)
- Dwelling & Furnishings (22%)
World reductions grew 8% 12 months over 12 months throughout the full 48 hours of the Prime Day 2024 gross sales occasion, Salesforce mentioned. The common low cost charge throughout classes was 20%.
Highest reductions by class within the US
- Common Attire (common low cost of 33%)
- Dwelling & Furnishings (21%)
- Well being & Magnificence (21%)
Reductions from U.S. on-line retailers grew 10% 12 months over 12 months throughout the identical interval, in keeping with Salesforce. The common low cost charge throughout classes was 22%. For on-line retailers in Canada, these figures are 11% and 27%, respectively.
“For the primary time in a very long time, we’re seeing order volumes flip constructive and discounting is excessive,” mentioned Caila Schwartz, director of client insights at Salesforce, in an announcement. “The lesson is an easy one — if retailers ship on discounting and offering true worth, they’ll launch that strain valve of built-up demand and see unimaginable success. In the event that they don’t, retailers could danger shedding out as customers will go elsewhere.”
Right here’s final 12 months’s article summarizing Amazon Prime Day gross sales outcomes.
Do you rank in our databases?
Submit your knowledge and we’ll see the place you slot in our subsequent rating replace.
Enroll
Keep on prime of the most recent developments within the on-line retail business. Join a complimentary subscription to Digital Commerce 360 Retail Information. Comply with us on LinkedIn, Twitter, Facebook and YouTube. Be the primary to know when Digital Commerce 360 publishes information content material.
