Data Drop: 5 Charts on Amazon Prime Day 2024

Amazon’s Tentpole Shopping Event Dynamics Shift Subtly

Report by Sarah Marzano  | UPDATED: Sep 30, 2024
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During Prime Day 2024, US shoppers will spend nearly $14 billion—a 5.9% increase over last year. But the dynamics of the shopping event are shifting as competitors chip away at Amazon’s market share.
Topics
Retail Ecommerce Sales
US

Although Amazon will drive the majority (59%) of ecommerce sales during Prime Day, 2024 will mark the third consecutive year with a decrease in share and the second of slowing YoY growth. The cooling trends suggest that US shoppers may be reaching a saturation point in their willingness to spend significantly more during the retailer’s tentpole event.

US shoppers will spend nearly $14 billion online during Amazon Prime Day 2024

Total US ecommerce spending will increase by 5.9% during Prime Day 2024. At more than $8 billion, Amazon sales will comprise over 59% of total ecommerce spend during the event. But Amazon’s Prime Day sales will grow at a slower pace YoY than its total ecommerce sales, and the company’s market share during the event is set to decline (slightly) for the third consecutive year.

US Shoppers Will Spend Nearly $14 Billion Online During Amazon Prime Day (billions in US ecommerce sales during Amazon Prime Day, by retailer, 2020-2024)
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For more on Amazon Prime Day, US, look out for our upcoming forecast.

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Charts in This Report

US Shoppers Will Spend Nearly $14 Billion Online During Amazon Prime Day (billions in US ecommerce sales during Amazon Prime Day, by retailer, 2020-2024)Amid Slowing Increases, Amazon's Rivals Find More Room for Growth on Prime Day (% change in US ecommerce sales during Amazon Prime Day, by retailer, 2020-2024)
Attitudes and Behaviors Among US Adults Toward Prime Day, May 2024 (% of respondents)Health & Beauty, Home & Garden, and Apparel Were Among Prime Day 2023's Category Winners (% of US Amazon Prime Day shoppers who made a purchase in each product category, 2022 vs. 2023)
Growth of Select Metrics for US First-Party Amazon Sellers on Prime Day, 2023 (% change vs. prior year)

First Published on Jul 3, 2024

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Sarah Marzano

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