25+ Prime Day Sales Statistics for Every SHOPPER in 2023

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Does it get any better?

Let’s see some Prime Day sales statistics first, and we’ll go on:

Amazon Prime Day Sales Statistics (Editor’s Choice):

  • 78% of consumers have heard about Amazon Prime Day.
  • Amazon has more than 200 million Prime members.
  • More than 250 million products were sold during the Prime Day event in 2021.
  • Shoppers bought over 600,000 backpacks.
  • The average spend per order was $47.14.
  • Total ecommerce sales surpassed $11.19 billion.
  • Members from 20 countries shopped during the 2021 sales.

So yeah, it does get better!

Online shopping + free delivery + great discounts = happy shoppers.

This simple formula is the reason why the Amazon Prime Day sale is gradually becoming the best shopping holiday.

All of you waiting for Black Friday to buy everything from your wishlist will be happy to hear that July is the new November.

We don’t need to wait for those Christmas holidays to splurge, right? Now, there are two big sales when we can get everything we need.

Let’s see how big of a sale it really is!

But before we get into those numbers, let’s start with a brief history of Amazon Prime Day.

What Is Amazon Prime Day?

It all started in February 2005.

Amazon launched the Prime service – a special membership program offering free two-day shipping. At an annual fee of $79.


Amazon celebrated its 20th anniversary in 2015.

To honor it, the ecommerce giant announced its first Prime Day.

It started on July 15 and ended on July 16 – an online shopping frenzy lasting 48 hours.

We can only assume that the purpose of Prime Day was to get more members to sign up. After all, it was a one-of-a-kind deal available only to Prime members.

There’s no denying that it’s around the Amazon Prime Day sale when most members are signing up, presumably, to take advantage of the awesome discounts.

We can even say that it has become the annual shopping holiday of the year.

Is it bigger than Black Friday and Cyber Monday, though?

Let’s take a look.


When is Prime Day?

Since the year it launched, the Amazon sale usually happens in mid-July.

Let’s take a look at the timeline:

  • July 15, 2015
  • July 12, 2016
  • July 10, 2017
  • July 16, 2018
  • July 15, 2019
  • October 13, 2020
  • June 21, 2021

What we want to know is:

Why was Amazon Prime Day 2020 delayed?

The COVID-19 pandemic has pushed back Amazon’s biggest shopping event of the year. The company held its sixth-annual Prime Day in October 2020, instead of the typical mid-July period.

Now you may be wondering why an online event gets canceled. Well, Amazon has taken measures to prevent its staff from the coronavirus. Increased order volumes eventually result in more warehouse workers on shift, therefore a higher risk for their health.

On top of that, from a business perspective, doing a sale event amid an ongoing pandemic with financial implications may not be the best decision. Many people are losing their jobs, and companies are going into recession. Consumers’ buying power and priorities change.

When is Amazon Prime Day 2021?

Prime Day 2021 took place on June 21-22 — the earliest it has ever been held.

And when is the next Amazon Prime Day?

There’s speculation that there’ll be a second Prime Day in 2021. Yet, Amazon hasn’t confirmed the rumors.

If there is another sale event, we’d expect it to take place in mid-October so that it has a bit of distance from Black Friday, which falls on Friday, November 26.

Should Amazon wish to continue with the precedent it set in 2020, the dates would probably be October 12-13. Otherwise, shoppers may need to wait until June or July 2022. We’ll keep you posted!


Let’s move on to the stats!

Amazon Prime Day Sales Statistics

Let’s see how big of a sale Prime Day really is:

Amazon Prime Day and the Consumers

How do consumers feel about Prime Day? Are they taking advantage of the sales?

Let’s see.

1. 46% of consumers shop on Amazon frequently.

(Source: National Today)

The National Today team surveyed 2,000 Americans about Prime Day.

The first question they asked them was:

How frequently do you shop on Amazon?

It turns out that 46% of them were frequent shoppers.

As for the rest:

  • 33% shop on Amazon sometimes,
  • 10% rarely shop on Amazon and
  • 11% never shop on Amazon.

2. 78% of consumers have heard about Amazon Prime Day.

(Source: National Today)

Most of the respondents have heard about the big Amazon Prime sale. Only 22% have stated that they have never heard of it.

Outside the US, Prime Day has gained momentum in some markets more than others. In the UK, 61% of consumers said they’re familiar with the event. Meanwhile, a third of consumers in Singapore and about a fourth of consumers in Australia said the same.

3. 64% of consumers planned to participate in Amazon Prime Day 2021.

(Source: Profitero)

More than half of the survey respondents have expressed intention to be a part of this shopping holiday ahead of Amazon Prime Day 2021. Some 8% of them said they planned to become Prime members before the event.

Also, while 24% were still unsure, 12% said they wouldn’t shop during Prime Day. They cited the following reasons:

  • Doesn’t need anything
  • Low on cash/watching spend
  • Prefer to shop locally

4. A third of consumers prefer Prime Day in summer.

(Source: Profitero)

After the postponed Amazon Prime Day 2020, Profitero asked consumers about their timing perceptions.

A third of consumers said they prefer Prime Day in summer, with a July date slightly more favored than 2021’s June timing.

Notably, lower-income households are more likely to care when Prime Day happens and also strongly prefer summer.

5.  96% of consumers would participate in a second Prime Day event in 2021.

(Source: Numerator)

If Amazon was to hold another Prime Day in 2021, most customers would shop again. Around 9 in 10 expressed their intention to tap into the next round of deals.

6. Men planned to spend more.

(Source: Profitero)

Defying gender stereotypes, men spent more than women during Prime Day 2020. And they were again planning to do so before the last sale.

Some 30% of male respondents had preset a higher Prime Day budget compared to nine months ago. Just 18% of female shoppers intended to pay more this year.

7. The typical Prime Day shopper is female.

(Source: Numerator)

Although men planned to spend more money on Prime Day deals, the average shopper was female.
To be more precise, the typical Prime Day shopper observed by Numerator was a high-income, married, Caucasian female aged 35-44, living in the suburbs.

Recent online shopping statistics confirm that women are more active buyers than men on ecommerce platforms such as Amazon.

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

(Source: Profitero)

Some 98% of the surveyed shoppers were Amazon Prime members. The majority (83%) had joined the paid subscription program before the COVID-19 outbreak. Around 10% said they were new on Amazon Prime, having signed in after the start of the pandemic.

Two in 10 of these new Prime members joined during the first day of the event. This was slightly down from the 3% who signed in on Prime Day 2020 and the 8% who subscribed during the Prime Day sales 2019.

9. Amazon Prime members reached 200 million in 2021.

(Source: Amazon)

Amazon CEO Jeff Bezos said in a letter to investors in April 2021 that the number of Prime subscriptions had reached 200 million. That’s over 50 million members more than the 143 million counted at the end of 2020.

Amazon revenue statistics show Prime members spend four times more than non-Prime shoppers. So no doubt the ecommerce giant incentivizes customers to join the paid program.

Prime members have access to free games with Prime Gaming and more than 1,000 books and magazines from Prime Reading. They also use free and fast delivery services. The access to exclusive deals is just another perk.

Top Selling Deals During Amazon Prime Day 2021

Let’s check out the most in-demand Prime Day deals during the last worldwide shopping event.

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

(Source: Amazon)

Best-selling items worldwide for Amazon Prime Day 2021 included:

  • iRobot Roomba 692 Robot Vacuum
  • Keurig K-Slim Coffee Maker
  • Apple Cider Vinegar Gummy Vitamins by Goli Nutrition
  • Crest 3D White Professional Effects Whitestrips

11. Customers purchased more than 600,000 backpacks.

(Source: Amazon)

Back-to-school items were on demand during this shopping holiday. Prime members bought more than:

  • 600,000 backpacks
  • 1 million laptops
  • 1 million headphones
  • 240,000 notebooks
  • 40,000 calculators
  • 220,000 Crayola products

12. New Amazon Prime Music subscriptions hit a record.

(Source: Amazon)

Amazon Music offers ad-free listening of more than two million songs, plus thousands of stations and playlists.

The latest Amazon shopping bonanza drove more sign-ups for the service globally than any other Prime Day.

13. Best-selling categories included electronics and beauty.

(Source: Amazon)

Best-selling categories worldwide for Prime Day 2021 included:

  • tools
  • beauty
  • nutrition
  • baby care
  • electronics (including Amazon Devices)
  • apparel
  • household products

14. Americans favored instant pot and DNA test deals among others.

(Source: Amazon)

In the US, Prime Day bestsellers included:

  • Waterpik Electric Water Flosser
  • Orgain Organic Plant Based Protein Powder
  • 23andMe Health DNA Test
  • iRobot Roomba 692 Robot Vacuum
  • Instant Pot Duo Plus 6 Quart 9-in-1 Pressure Cooker

15. Fire TV Stick 4K was the most purchased item.

(Source: Amazon)

Fire TV Stick 4K with Alexa Voice Remote was among the Amazon Prime Day best deals. It scored record sales and ranked as the most purchased product during the sales event.

Amazon Prime Day 2021 in Numbers

Last but not least, the highlights from the latest Amazon sale.

16. Prime Day 2021 was held in 20 countries.

(Source: Amazon)

Amazon held the sale event in the following countries:

  • the US
  • the UK
  • the United Arab Emirates
  • Turkey
  • Spain
  • Singapore
  • Saudi Arabia
  • Portugal
  • Netherlands
  • Mexico
  • Luxembourg
  • Japan
  • Italy
  • Germany
  • France
  • China
  • Brazil
  • Belgium
  • Austria
  • Australia

In Canada and India, Prime Day was postponed again due to increased cases of COVID-19. Amazon has recently announced that Indian consumers can tap into the discounts on July 26-27. However, there’s still no clarity regarding the date of Prime Day’s arrival in Canada.

17. Prime members purchased more than 250 million items.

(Source: Amazon) 

This marked an increase from the 175 million goods sold during Prime Day Sales 2020.

The items were delivered using the following services:

  • Same-Day Prime Free
  • One-Day Prime Free
  • Prime Now (delivered within 2 hours)

And if this isn’t fast enough, there is something even faster on the way.

The company is also gearing up to launch Prime Air – a future delivery service that will see lightweight items taken to customers by drones within 30 minutes.

The service was expected to be launched in late 2019, however, it’s still not available.

Let’s just hope that an even faster Amazon Prime Day delivery service will be available during the next sale event, for all those awesome deals.

18. Total ecommerce sales surpassed $11.19 billion.

(Source: Digital Commerce 360)

Digital Commerce 360 estimates that Amazon’s sales on Prime Day hit $11.19 billion globally. This was 7.6% up from Amazon Prime Day 2020, when sales reached $10.39 billion.

The 2021 total was slightly more than last year’s Cyber Monday, which was the busiest digital sales day on record, generating transactions worth $10.9 billion. However, the Prime Day event was for 48 hours rather than the 24-hour Cyber Monday splurge after Thanksgiving.

Prime Day Sales

(Image Source: Digital Commerce 360)

19. Amazon yielded $3.8 billion from Prime Day 2021.

(Source: Variety)

A Morgan Stanley analyst has estimated that Amazon generated $3.8 billion from its latest shopping event. This marked a 7% increase from Amazon Prime Day 2020. Gross merchandise value climbed 9% to $6.8 billion.

20. Customers spent over $1.9 billion on small-business products.

(Source: Amazon) 

Customers spent over $1.9 billion on more than 70 million small business products during the promotional period. This represented a more than a 100% year-over-year increase in sales compared to Prime Day 2020.

Amazon incentivized customers to shop with small businesses with a $10 discount per order.

Small & Medium Business Incentive

(Image source: Amazon)

21. 45% of shoppers spent $100 or less.

(Source: Digital Commerce 360)

The latest Prime Day sales statistics show that almost half of the shoppers who participated in the event spent up to $100. Meanwhile, $1,000+ orders accounted for just 1%.

22. 42% of buyers purchased at least one gift for the upcoming holidays.

(Source: Digital Commerce 360)

While this may sound a lot, it’s much less than during the October promotion. Then, naturally, the proximity to the holiday season spurred more gift purchases.

Nevertheless, many customers tapped into the latest discounts to stock up on Christmas gifts.

23. 1 in 4 pre-shopped Prime deals.

(Source: Digital Commerce 360)

Some of Amazon Prime Day best deals were available before the official start of the event. Around a quarter of all shoppers took advantage of the early offers.

24. Sales of marketplace products grew by 12%.

(Source: Digital Commerce 360)

That compares to a 5.3% growth of Amazon’s own products.

Marketplace sales — which Amazon refers to as small businesses sales — accounted for approximately 36%. This was up from 35% in 2020 and 32% recorded during Amazon Prime Day in 2019.

Marketplace sales

(Image Source: Digital Commerce 360)

25. More than half of US retailers had competing offers during the Prime Day event.

(Source: Digital Commerce 360)

Once again, rivals didn’t miss the opportunity to capitalize on the increased volume of traffic during Prime Day.

A thin majority (50.8%) of the top 250 North American retailers held a promotional event on their own ecommerce sites. Among the top 100, including large retailers like Walmart and Target, 57% offered a widespread sale. Over one-third even used similar language such as “Prime,” “two-day sale,” or “no membership required” to advertise their deals.

Prime Day Promotion

(Image Source: Digital Commerce 360)

26. The average Amazon Prime Day 2021 spend per order was $47.14.

(Source: Numerator)

This was down from the average of $54.64 spent on Prime Day 2020 and the $58.91 on Prime Day 2019.

The Prime day sales statistics further show that the average household spent approximately $92. Also, just around 1 in 10 households made $200+ orders.

Best Prime Day Deals 2021

Past deals can help us predict which products will be discounted the most during the next event. And if there is anything we have learned from previous Prime Days, it’s that Amazon’s products were a bargain.

So, without further ado, these were some of the best deals on Prime Day by category:

Electronic, tech, and gaming

Home and Kitchen

Amazon devices

No Amazon sale can go without some of its top devices at half the original price.

Clothing and Shoes


More Amazon Prime Day Deals

We must admit that there were some good bargains.


What to Expect on the Next Amazon Prime Day?

Amazon hasn’t made any announcement yet, but we can make a few predictions based on past sales.

So, what can you expect?

  • Pre Prime Day Deals 

The Amazon sale typically lasts 48 hours. Yet, for all the impatient consumers out there, the ecommerce giant offers some of the best Prime deals before the official start.

  • Discounts from rival online retailers

You know what they say: if you can’t beat them, join them!

With Amazon Prime Day growing into a shopping frenzy to rival Black Friday, most stores wanting to compete with Amazon are also offering some great deals.

If you have something in mind from another store, it won’t hurt to check.

  • Huge discounts on Amazon products and services

This is Amazon’s holiday after all, so it makes sense that the prices for Amazon’s products will be the lowest ever.

Seriously though, if you plan on buying an Amazon product or subscribing to one of their services, we can bet you that you won’t get a better deal than in July.

  • Great deals on groceries

During Amazon Prime Day 2019, customers that spent more than $10 shopping at Whole Foods received a $10 credit which lasted during the sale.  We can expect something similar next time, especially amid the growing demand for food product delivery services.

According to the latest grocery shopping statistics, almost half of millennials prefer to take care of their groceries from the comfort of their own home.

  • An awesome Prime Day concert

Taylor Swift headlined the 2019 Amazon Prime concert, which also starred Dua Lipa, SZA, Becky G, Jane Lynch, and Tyler Oakley.

And during the Prime Day sales in 2018, members were able to stream Ariana Grande’s performance.

Who will headline the next concert?
We can’t wait to find out!

This is one of the perks of getting a membership – Prime Music is included.

Do you want to join in on the fun this year?

Then you are probably wondering:

How to Prepare for Amazon Prime Day 2022?

In anticipation of one of the biggest shopping days of 2022, there are some things you can do to prepare.

Follow these tips, and you won’t miss a deal:

  • Sign Up for Amazon Prime 

First things first. Before you can start looking for deals, you need to sign up for an Amazon Prime membership.

Here comes the good news:

Amazon allows you to sign up for a free trial period. So, you can wait until the big sale is announced and sign up then unless you are already a member.

How to Sign up for the Amazon Prime Free Trial:


How to Cancel Amazon Prime:


  • Download the Amazon App 

By downloading the app, you’ll be notified about the upcoming Amazon deal of the day.
There is no need to obsessively check whether the items from your wishlist are on sale.

Just make sure your notifications are enabled.

How to Download the Amazon App:


  • Make a Shopping List

Amazon has deals on everything during this shopping spree. And we do mean everything.

From diapers and groceries to laptops and water filters, and everything in between.

The best thing you can do for your wallet (to avoid getting caught up in this splurge craziness) is to make a list of the things you need.

First, check which staple items you need for your home. Toothpaste, soap? Check the Prime Pantry Store, make a list, and stock up.

Anything else you may need? Is your laptop slowly dying? Are your headphones all good and new?

Enough about you. Any birthdays coming up? Or other events requiring you to bring a gift?

Make a list of those too.

This way, you will know what you are looking for and focus on the best deals on Prime Day for the products you need, rather than get distracted by other tempting discounts.

  • Shop around at competitors 

While Amazon organizes Prime Day, other online retailers join in and match its low prices.

In the days before and during the sale, Amazon’s competitors are offering crazy sales and promotions.

Who knows? Maybe you’ll find your favorite Prime Day deal on another site.

Key Takeaways

With each year, Prime Day is becoming bigger and bigger. There is no need to push through a crowd of people to get what you need when you can enjoy guaranteed fast and free delivery.

What we can make out from these Prime Day sales statistics is that the best deals you will find are for Amazon’s own products.

And now that you know what you can expect during the next ‘Primetime,’ you can patiently await the P-Day.

See you around on SpendMeNot, everyone!

Shop away!


After I got my degree in translation and interpreting, I started working in a typical office. To get away from my nine-to-five job, I ventured into freelance writing. One thing led to another, and I ended up creating content for SpendMeNot. I have been involved with this site ever since its launch — first as a writer and now as a manager.

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