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Prime Day 2021 – A huge day for small business (again)

Kennedell Amoo-Gottfried
February 15, 2022
September 16, 2022
Prime Day 2021

Another year, another massively successful Prime Day. Yet again, Amazon’s flagship “thank you” sale for its Prime members resulted in an outrageous shopping spree rivalled only by Black Friday.

Worldwide, according to Amazon, more than 250 million items were bought by Prime members in what was the largest ever two-day selling period for third-party sellers, most of which were small and medium-sized businesses.

From hardware, to skin care, to gadgets, and even to booze, people proved once again that they love nothing more than a good bargain, and small businesses reaped a big chunk of the reward.

According to Numerator, a total of 31M orders were placed during Prime Day 2021 in the US alone, each with an average value of $44.75. 

Even in the lead up to the big event, around $1.9 billion was spent through the Buy $10, Get $10 promotion in the two weeks before the big event, more than double the previous year’s spend.

You can’t really ever have too much of a good thing, and rumors were already rumbling in early June that Amazon was toying with the idea of having two Prime Days this year – something the eCommerce giant has never done before.

Who is buying?

In the US, around 12,956 unique households placed, on average, at least two separate orders, coming out to around $106.41 in spend per house.

Most Prime Day shoppers - some 63% – are returning from last year’s event and almost one third of them said they spent more than they did in 2020 (though another third said they spent less). Overall, 96% of buyers were Prime members, though 2% were savvy opportunists that signed up during Prime Day (fair enough, though).

It also saw the effect of lockdown, as around 8% of people signed up to Prime since the start of the Covid pandemic.

What did they want?

Amazon’s own products dominated the day, as they tend to do. The Fire Stick 4K Ultra HD with Alexa Voice Remote and the Echo Dot, were at the top of the UK chart. The Fire Stick, in particular, got good traction, topping the UK chart.

Across the Atlantic, in the US, those two were beaten only by Amazon Photos Project and Gift Card Reloads. Perhaps not coincidentally, it was Amazon’s products that carried some of the most generous discounts, up to 50% for some items.

The bulk of purchases were – as you might expect – on the smaller side, with 76% of items in the US being lower than $30 and only 5% going over $100.

Different strokes for different folks

One of the more interesting things about having such a flurry of activity over a 48-hour period is it gives you a quick snapshot into what people want in different countries. Not counting Amazon devices, here are some of the top items – sorted by category – that people were going after this year around the world:

Electronics (any kind)

  • US: Waterpik Electric Water Flosser, iRobot Roomba 692 Robot Vacuum, Instant Pot Duo Plus 6 Quart 9-in-1 Pressure Cooker
  • UAE: Samsung Galaxy S20 Ultra Dual SIM 128GB
  • UK: Shark Anti Hair Wrap Cordless Stick Vacuum Cleaner
  • Netherlands: SanDisk SDSQXA1 Extreme Micro SDXC UHS-I Class 10 Memory Card with Adapter 128GB, Oral-B Precision Clean Brush Heads with CleanMaximiser Technology (Pack of 10 Pieces)
  • Spain and Portugal: Xiaomi Redmi Note 9T 5G smartphone
  • Saudi Arabia: Samsung Galaxy M12 Dual SIM Smartphone
  • Australia: DualSense Wireless Controller - PlayStation 5, Panasonic AA Ready-To-Use Ni-MH Rechargeable Eneloop Batteries
  • France: Oral-B CrossAction Toothbrush Head with CleanMaximiser Technology
  • Mexico: Razer Kraken Tournament Edition, Eureka Blaze Stick Vacuum Cleaner
  • Germany and Austria: Samsung Galaxy Tab A7 Android Tablet,
  • Singapore: ENPHO Body Fat Scale Smart BMI Scale Digital Bathroom Wireless Weight Scale

Other items:

  • US: Orgain Organic Plant Based Protein Powder, 23andMe Health DNA Test
  • UK: SA Smoothing Cleanser, Jack Daniel's Gentleman Jack Tennessee Whiskey
  • UAE: Fairy Lemon Dishwashing Liquid Soap, Samsung Galaxy S20 Ultra Dual SIM 128GB, Neutrogena Face Moisturizer Water Gel
  • Spain and Portugal: Finish Powerball All in 1 Max all-in-1 dishwasher tablets, Dodot Sensitive baby diapers
  • Singapore: Vita Coco Natural Coconut Water, Wolf Blass Red Label Australia Cabernet Merlot Red Wine, Oyster Bay Sauvignon Blanc white wine, 750ml, SongHe Thai Fragrant Rice
  • Saudi Arabia: Fairy Lemon Dish Washing Liquid Soap, Vaseline Body Lotion Essential Healing
  • Netherlands: Robijn Detergent Small & Powerfull Color
  • Mexico: Mascara lash sensational sky high, Eureka Blaze Stick Vacuum Cleaner
  • Japan: Yakan-no-Mugicha (barley tea), ICY SPARK from CANADA DRY, and Jyokin JOY Compact Dishwashing Detergent Refill 1330mL
  • Italy: Borbone Represso Coffee Capsules, “Omino Bianco” Liquid Sanitizing Washing Machine Detergent
  • Germany and Austria: Beurer BR 60 Insektenstichheiler, zur Behandlung von Insektenstichen, Tanqueray Blackcurrant Royale Distilled Gin
  • France: Philips OneBlade replacement blades, Pampers Nappies
  • China: L'Oréal Paris Age Perfect Zell Renaissance Face Care Set for Women, Olay Regenerist Luminous Skin Tone Perfecting Serum
  • Australia: Bosch 91-Piece V-Line Titanium Drill Bit and Screwdriver Bit Set with Ratcheting Screwdriver

To find out more about how to leverage Prime Day, Black Friday, or Cyber Monday for your specific business, reach out to us at


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