Amazon Prime Day early results are in, Numerator reports

on Jun 22, 2021
  • Amazon-branded products generated the most sales in the first 32 hours of Prime Day 2021.
  • The per-order average currently stands at $47.14 versus $54.64 noted on Prime Day of 2020.
  • Prime Day 2021 topped $5.1 billion that shoppers spent online last year on thanksgiving.

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The market research company, Numerator said on Tuesday that Amazon Prime Day 2021 has so far seen Amazon-branded products generating the most sales. These included Amazon Gift Card Reloaded, Amazon Photos Project, Echo Dot 4th Generation, Amazon Fire TV Stick, and Amazon Fire Tablet.

The per-order average declined from last year

The data that covered the first 32 hours of Amazon’s Prime Day said that a typical shopper this year was a 35 to 44-year-old suburban female from a high-income status. According to Numerator, the per-order average currently stands at $47.14 – a decline from $54.64 noted on Prime Day of 2020.

The household spend is so far averaging at roughly $92, with only 11% of the households spending over $200. 24% of the total orders were valued at more than $100, while 44% were for $20 or less.

45% of the households participating in Amazon’s Prime Day this year have placed more than two orders so far. Only 6% placed more than five orders in the first 32 hours of the annual event.

Other notable findings of Numerator’s survey

According to Adobe, the first day of Amazon’s Prime Day 2021 topped $5.1 billion that shoppers spent online last year on Thanksgiving. Other notable findings of Numerator’s survey include:

  • 98% of Prime Day 2021 shoppers were Amazon Prime members. About 10% signed up for Prime amidst the pandemic.
  • 50% of the shoppers availed Prime Day deals.
  • 29% of the total sales came from Household Essentials, 27% from Home & Garden, and 25% from Apparel and Shoes categories.
  • 7% of the participants shopped for holiday items, while 3% bought back-to-school items.
  • 78% of the shoppers said it wasn’t their first time participating in Prime Day.
  • 96% said they will shop again if Amazon announced another Prime Day later in 2021.
  • Close to 20% of Prime Day shoppers bought groceries.

Numerator’s data on Prime Day covers verified spend, item and basket metrics, orders, verified Prime Day buyer survey data, and shopper demographics. The data is updated in real-time throughout Amazon’s two-day annual event. Inc (NASDAQ: AMZN) is currently up about 1.5% on the intraday chart. The tech giant is now exchanging hands at a year-to-date high of $3,509 per share. This compares to a low of $2,952 per share in early March. Here’s why Evercore ISI’s head of internet research, Mark Mahaney, is still bullish on AMZN.


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