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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 rivaled 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 skincare 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.
In the US, around 12,956 unique households placed, on average, at least two separate orders, coming out to around $106.41 in spending 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 who signed up during Prime Day (fair enough, though).
It also saw the effect of lockdown, as around 8% of people signed up for Prime since the start of the Covid pandemic.
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.
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)
Other items:
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