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
At Stella Rising, our award-winning Marketplace and Amazon team helps stellar brands navigate competitive platforms, breaking through to the people who will love them. Connect with us to help your brand shine in the places where consumers are shopping.
Additional sources: Insider Intelligence, “Five Things to Know About Prime Day Shoppers,” 17 July 2023
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