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Report: Amazon Prime Day's Early Results

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Numerator has unveiled an early look at how Amazon Prime Day fared this year.

Numerator, a data and tech company serving the market research space, has published early read results from the first 32 hours of Prime Day 2021. Data is updated throughout the two-day Prime Day event on Numerator's live Amazon Prime Day tracker and includes verified spend, order, item and basket metrics; shopper demographics; and verified Prime Day buyer survey data, powered by Numerator's omnichannel consumer purchase panel.

Prime Day purchase data findings include:

- The average Prime Day 2021 spend per order is $47.14 (down from $54.64 on Prime Day 2020 and $58.91 on Prime Day 2019). So far, 44 percent of orders were placed for $20 or less, and nearly a quarter (24 percent) were for more than $100;

- Nearly half (45 percent) of households shopping Prime Day have already placed 2+ orders, and 6 percent placed 5+ orders within the first 32 hours of Prime Day;

- The average household spend is approximately $92, with 1 in 10 households (11 percent) spending more than $200;

- The top five items sold on Prime Day so far are all Amazon branded: Amazon Photos Project, Amazon Gift Card Reload, Amazon Fire TV Stick, Echo Dot 4th Generation; and Amazon Fire Tablet; and

- The typical observed Prime Day shopper is a high-income, suburban female, age 35-44.

More than nine in ten Prime Day shoppers (98 percent) said they were Amazon Prime members. The majority (83 percent) had joined Prime pre-COVID (before March 1, 2020), and 10 percent said they joined Prime after the start of the pandemic.

More than half (54 percent) only considered Amazon for their purchase. A quarter (25 percent) considered Walmart/Walmart.com, 20 percent considered Target/Target.com, 9 percent considered Club retailers, and 7 percent considered Best Buy/Best Buy.com, grocery retailers or department stores.

The top categories that Prime Day buyers reported purchasing are household essentials (29 percent of respondents), home and garden (27 percent) and apparel and shoes (25 percent).

Nearly 1 in 5 shoppers (19 percent) say they bought groceries from Amazon on Prime Day, a significant percentage on a day historically known for consumer electronics sales. Consumer electronics was the fourth most purchased category (25 percent of Prime Day shoppers), down from its number one position during last year's Prime Day (32 percent of Prime Day 2020 shoppers).

Amazon-branded products accounted for 63 percent of smart home device purchases, 41 percent of household essentials, 39 percent of consumer electronics, 35 percent of apparel and shoes, and 29 percent of grocery purchases.

Three-quarters (78 percent) of Prime Day shoppers had shopped on Prime Day in previous years and more than 9 in 10 (96 percent) said they are likely to shop Prime Day again if Amazon were to hold a second event later this year.

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