Amazon US Prime Day sales surpass US$14 billion

Ananya Mariam Rajesh

19th Jul 2024

Shoppers spent about US$14.2 billion online across retailers during the two days of Amazon’s Prime Day in the US, according to a report from Adobe Analytics.

Based on Adobe Analytics data, consumers spent $7.2 billion on July 16, the first day of the Prime Day event, which represents 11.7 per cent growth year-over-year (YoY). On the second day consumers spent $7 billion online, up 10.4 per cent YoY. This brought the final 2-day total to $14.2 billion, up 11 per cent, creating a new record for Prime Day.

Major retailers including Walmart and Target have launched deals and shopping events through July to attract customers by offering deep discounts to compete with the Amazon sales event.

Amazon has been able to take away market share from other retailers during the month as customers get access to sizable discounts during Prime Day, which began a decade ago, and can place orders for items available for same- or one-day delivery.

Back-to-school spending has also seen a major uptick and was up 210 per cent on Tuesday compared to daily sales levels in June 2024, according to Adobe Analytics, which studies e-commerce transaction data.

This year Amazon has also offered early access to deals even before the two-day event began to pull forward some demand.

Adobe said consumers have embraced shopping on smaller screens, with mobile devices driving 49.2 per cent of online purchases versus desktop shopping. Across both days, $7 billion was spent through mobile devices, up a significant 18.6 per cent YoY.

Online sales for the electronics category were up 61 per cent, of small kitchen appliances by 76 per cent, and of apparel by 36 per cent.

The average spend per order for Amazon was $60.03 during the first 32 hours of the Prime Day event, compared with $56.64 in 2023, according to data firm Numerator.

Adobe, which relies on direct-to-consumer transactions based on more than 1 trillion visits to US retail websites, said shoppers will find major deals on Wednesday, with discounts of around 23 per cent for electronics, 20 per cent for apparel and 15 per cent for toys.

• Reporting by Ananya Mariam Rajesh in Bengaluru; Editing by Shounak Dasgupta, of Reuters. Additional reporting by Inside Retail US.