How Consumers Shopped During Prime Day 2023 vs. 2022
42% of consumers reported that they spent more during Prime Day 2023 than in 2022—and the data backs that up. What’s more, Amazon’s event has become something consumers rely on—45% planned their purchases in advance. One in four U.S. adults shopped Prime Day this year and the event is pretty evenly popular across different ages, though 35-to-54-year-olds represent the largest share of shoppers. Even in unique financial times, Amazon has proven that its homegrown holiday is a success by emphasizing everyday essentials vs. discretionary purchases. We expect to see this trend continue through Amazon's fall event (dubbed "Prime Early Access"), albeit on a smaller scale.
Prime Day Consumer Insights - 2023 in Review
- $12.7B U.S. Ecommerce Sales during Prime Day, per Adobe Analytics (Amazon doesn’t reveal exact figures)
- 65% of households placed at least two orders and the AOV rose from $52.26 to $54.05
- What did consumers shop for? Home goods—followed by household essentials and apparel and shoes
- Consumers’ dependence on BNPL shows some financial stress: BNPL orders rose 20% YoY to make up 6.5% of all orders
- Stella clients’ average Prime Day revenue was 594% higher than an average day, and 39% higher than Prime Day last year
Navigate Prime Day with Stella Rising
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Additional sources: Insider Intelligence, “Five Things to Know About Prime Day Shoppers,” 17 July 2023