Research

Amazon Prime Day Statistics 2021

Updated on September 18, 2021 by
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prime day stats

Prime Day is Amazon’s annual two-day-long sale organized especially for Prime members. During the two-day event, Amazon reduces prices across all of its product categories, such as pets, furniture, kitchen tools, and home decor.

The first Prime Day happened in July 2015, in celebration of the 20th anniversary of the e-commerce retailer. It began as a one-day event but has since expanded into a two-day event.

You need to be a Prime member to shop for Prime day deals.

Wondering how much buyers usually spend during Amazon's biggest sales event? Or do you want to know how much money does the e-commerce retailer make on Prime Day?

Read on.

Amazon Prime Day Statistics

1. Amazon reached 200 million Prime members this year

According to reports, Jeff Bezos, CEO of Amazon, said in a shareholder letter to investors in April this year that Amazon had signed up 200 million Prime members. That’s over 50 million members more than the 143 million members counted at the end of 2020. Prime members reportedly spend 4 times more than non-Prime members. Prime shoppers have access to free games with Prime Gaming and over 1,000 books from Prime Reading. Other than that, they also use fast and free delivery services.

2. One-third of buyers prefer the event in summer

About one-third of Prime shoppers said that they prefer the event in June or July. In particular, households having lower incomes prefer summer and are more likely to care when the event takes place.

3. More than 9 in 10 shoppers were Amazon Prime members

About 98% of the surveyed people were members of Amazon Prime. 83% of respondents had joined the paid subscription program prior to the outbreak of the pandemic. About 10% of shoppers said that they were new on Prime, having joined after the beginning of the pandemic.

4. Women are the typical buyers

Females aged between 35 and 44 were the average buyers though males intended to spend more on Prime Day deals. Moreover, according to online shopping statistics, females are more active shoppers than males on Amazon and other e-commerce platforms.

5. Men aimed to spend more

During Prime Day 2020, male shoppers spent more than female shoppers. And men were again planning to spend more before the last sale. About 30% of men had preset a greater budget for Prime Day compared to 9 months ago. Only 18% of women planned to pay more in 2021.

6. 96% of people would take part in the next Prime Day event this year

If Amazon was to organize another event in 2021, most people would shop again. About 9 in 10 people expressed their desire to take advantage of new deals.

7. 64% of people planned to take part in Amazon Prime Day this year

Over 50% of survey respondents have expressed their desire to participate in Amazon Prime Day this year. About 8% of people said that they intended to become Prime members prior to the event. Also, while 24% of individuals were still not certain, 12% of folks said they wouldn’t shop during Prime Day.

They gave the following reasons:

  • Like to buy things locally
  • Low on money
  • Doesn’t want anything

8. 78% of people have heard about this big day

As per the survey, most of the respondents have heard about the big Amazon Prime sale. Only 22% of individuals have never heard of Amazon Prime Day and 78% of people have heard about it. What’s more, outside the US, the event has gathered momentum in some markets more than others. 61% of people in the UK said that they know about Amazon Prime day. And one-fourth of customers in Australia and one-third of customers in Singapore said the same.

9. Prime members spent less per order

Prime day shoppers in the U.S. spent $47.14 per order in the first 32 hours of the annual Prime Day sale compared to $54.64 in 2020, suggesting shoppers are flocking to the site to purchase cereal and diapers instead of laptops and televisions. And as per the Prime day sales statistics, the average household spent roughly $92. In addition, only about 1 in 10 households made more than $200 orders.

10. Over 50% of retailers in the country had competing offers during Amazon Prime Day

A majority of the best 250 retailers in North America organized a promotional event on their e-commerce sites. Among the best 100, 57% of retailers offered an extensive sale.

11. Sales of marketplace products increased by 12%

Marketplace sales increased 12% this year, while sales of retailer’s own items increased just 5.3%.

12. 1 in 4 shoppers pre-shopped Prime deals

Some of Amazon Prime Day’s top deals were available prior to the official commencement of the event. About a quarter of all Prime members took advantage of these offers.

13. 45% of people spent $100 or less

According to the recent Prime Day sales statistics, nearly 50% of people who took part in the sales event shelled out up to $100. And over $1,000 orders accounted for just 1%.

14. Buyers spent more than $1.9 billion on small-business products

During the promotional period, people spent more than $1.9 billion on over 70 million small business products. This represented an over 100% year-over-year increase in sales compared to Prime Day last year. The giant retailer incentivized buyers to shop with small businesses with a Spend $10, get a $10 promotion. The well-known retailer invested a whopping $100 million to help these businesses succeed.

15. The event generated $6.8 billion in revenue

The event generated around $6.8 billion in gross sales, although almost 50% half of that came from third-party sellers. On Prime Day, Amazon’s sales reached $11.19 billion worldwide.

16. Amazon Prime shoppers bought over 250 million products

During Prime Day 2021, the e-commerce giant sold over 250 million items, up from 175 million items sold in Prime Day 2019. The products were delivered using the services, such as Prime Now, One-Day Prime Free, and Same-Day Prime Free. Besides, Amazon is preparing to release a delivery system called Prime Air that will see lightweight products taken to people by drones within half an hour. While Prime Air was anticipated to be released two years ago, it’s not available yet.

17. Prime Day 2021 was conducted in 20 nations

The retailer conducted the sale event in 20 nations, including Australia, Germany, Luxembourg, Saudi Arabia, the UK, the US, Mexico, and Spain to name a few. However, in India and Canada, Prime Day was postponed due to rising COVID-19 cases.

The Best Performing Deals During Prime Day

Let’s take a look at the best Prime Day deals during the shopping event.

1. Fire TV Stick 4K was the most purchased product during the shopping event

One of Prime Day’s best deals was Fire TV Stick 4K with Alexa Voice Remote. According to the retailer, Prime shoppers bought more Fire TV 4K streaming media players on Prime Day this year than any earlier Prime Day.

2. US shoppers preferred DNA test and instant pot deals among others

Prime Day bestsellers in America included:

  • Instant Pot Duo Plus 9-in-1 Multi-use Pressure Cooker
  • iRobot Roomba 692 Robot Vacuum
  • 23andMe Health DNA Test
  • Orgain Organic Plant-Based Protein Powder
  • Waterpik Electric Water Flosser

3. Beauty and electronics were best-selling categories

Household items, baby care, nutrition, electronics, and tools were the top-selling categories throughout the world for Prime Day 2021.

4. Prime shoppers bought more than 600,000 backpacks

Consumers bought over one million headphones, one million laptops, 600,000 backpacks, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.

5. Prime Day bestsellers included robot vacuum cleaners and coffee makers

Top selling products worldwide for Prime Day 2021 included:

  • Crest 3D White Whitestrips Professional Effects
  • Apple Cider Vinegar Gummies
  • Keurig K-Slim Single Serve Coffee Maker
  • iRobot Roomba 692 Robot Vacuum

Sources