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The Amazon Prime Day 2023 Recap Report from Numerator includes insight into Prime Day performance.

The winners of Amazon Prime Day?

Health and beauty (though cat food was also a hit)

Numerator continues to track purchase data and survey verified buyers to understand shifts in consumer behavior – especially for key retail events. The Amazon Prime Day 2023 Recap Report includes insight into Prime Day performance. Here’s what we learned:

  1. Prime Day 2023 outpaced past years in household penetration (36%), orders per household (3.1), spend per household ($180.82), and order size (1.9 units). 
  2. Compared to Prime Day 2022, Prime Day 2023 saw lower order size ($58.41 vs. $60.73) and lower spend per unit ($31.27 vs. $32.71). 
  3. 73% of Prime Day orders consisted of one item, 19% contained two items, and 8%contained 3+ items.
  4. 73% of households placed 2+ orders during the 48-hour Prime Day sale, and 25%placed 5+ orders. 
  5. 10% of Prime Day shoppers spent over $500. 
  6. 64% of Prime Day shoppers said they were extremely or very satisfied with this year’s deals. 91% of Prime Day deals featured a “Save X%” promo type.
  7. Many Prime Day purchases were predetermined: 82% of Prime Day shoppers had an idea of what they wanted to purchase going into Prime Day, 53% purchased something they’d been waiting to buy on sale, and 32% shopped for the same items they typically buy on Amazon. 
  8. Top Prime Day sectors included Health & Beauty (37% of consumers purchased), Home & Garden (34%), Electronics (26%), Apparel (19%), and Grocery (14%). 
  9. Health & Beauty categories that saw significant growth this Prime Day include skin carehair caremakeupvitamins & supplements, and health & beauty tools.
  10. The top 10 items based on total units sold include: Fire TV Stick, Temptations Classic Cat Food, Echo Dot 5th Gen, Liquid I.V. Hydration Multiplier, Blink Outdoor Camera 3rd Gen, Ring Video DoorbellBlink Video DoorbellCelsius Sparkling Drinks, Orgain Organic Protein Powder, and Premier Protein Shakes
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