Marketing

Amazon Prime Day cart abandonment may hit 10%

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July 13, 2022

Millions of shoppers are likely abandoning carts during Amazon's annual Prime Day sales event with one in 10 likely leaving items due to the overwhelming choices.

That 10% could represent nearly 21 million shoppers.

That's a top finding of the "Analysis Paralysis" study conducted by customer engagement platform Emarsys. The study explores consumer decision making and found that one in five U.S. consumers, 17%, are overwhelmed by choice, according to a press release.

More than half, 64%, of U.S. consumers plan to buy items on Amazon during the Prime Day event, according to the release.

Additional consumer related findings include:

• 28% want brands to prioritize promotions they are personally interested in.
• 23% want brands to only display products that they have previously bought.
• 14% would like brands to offer less choice and have fewer products on sale.

"Consumer choice is not a bad thing, but in the busiest sales periods it's important that retailers don't overwhelm their customers to the point of paralysis. Brands need to empower shoppers with the products, promotions and information they want and need to make informed decisions. Beyond that point, they risk overloading them," Kelsey Jones, global director of product marketing at Emarsys, said in the release.