Consumer Behavior

Inflation, higher prices impacting Amazon Prime Day shopper activity

Photo by istock.com

July 13, 2022

A majority of shoppers buying during Amazon's two-day annual Prime Day sales event cite inflation and higher prices as top factors influencing shopping decisions.

Early results of Prime Day activity reveal household items are the top purchase category and the average Prime Day spend order is $53, according to Numerator's live Amazon Prime Day tracker research.

The statistics and insight is from the first 32 hours of the event which ends at the close of July 13, according to a press release on the findings.

Additional findings include:

• Over half (52%) of households shopping Prime Day have already placed two or more orders, and 9% placed five or more orders within the first 32 hours of Prime Day.
• The average household spend is approximately $117, with one in six households (16%) spending more than $200.
• Among the top five items sold, two are household or grocery products, and three are Amazon branded.
• The typical observed Prime Day shopper is a high income, suburban female, age 35-44.
• One-third (33%) of shoppers said they had waited to make a purchase until Prime Day sales; 27% passed on an item that was a great deal but not a necessity; 18% made stock up purchases; 13% decided not to buy something they had planned to buy; 6% bought a smaller size to save money; and 6% switched to a different brand.
• More than nine in 10 Prime Day shoppers (97%) said they were Amazon Prime members, and 83% have been Prime members for more than a year. Three-quarters (75%) have shopped Prime Day events in the past.
• Nearly all Prime Day shoppers (94%) knew it was Prime Day before shopping the event, and 40% said Prime Day was their main reason for shopping on Amazon that day.
• About half (45%) only considered Amazon for their purchase. Almost one-third (30%) considered Walmart/Walmart.com, 25% considered Target/Target.com, 13% considered club retailers, 12% considered grocery stores, 10% considered department stores and 7% considered Best Buy/BestBuy.com.
• 67% of Prime Day shoppers did not compare Amazon prices with any other retailers, and 79% only made purchases from Amazon on Prime Day.
• 11% used Prime Day to get started on holiday shopping, and 8% said they bought back-to-school items.
• Among back-to-school shoppers, 40% completed at least half of their back-to-school shopping on Prime Day.