Amazon Prime Day Statistics: Revenue, Users & More

Amazon is one of the largest multinational conglomerates in the world. To date, the company has a valuation of over $1.7 trillion, and it’s the most prominent e-commerce platform in history. Amazon sells nearly everything under the sun and offers worldwide shipping, so millions of customers flock to the platform to purchase anything from baby cribs to art supplies.

That’s why Amazon created a premium membership service called Amazon Prime. For a fee of $12.99 per month, Amazon Prime members get to enjoy speedy shipping, access to TV shows and movies under Prime, and delivery for groceries. However, perhaps the most coveted benefit of Amazon Prime is access to deals during Amazon Prime Day.


Amazon Prime Day is Amazon’s annual shopping event that rivals Cyber Monday and Black Friday, two of the biggest events on the shopping calendar. It began in July of 2015 in celebration of Amazon’s 20th anniversary, and it has since evolved into a two-day extravaganza that features the best price slashes across the e-commerce platform.

While Prime Day has always been a major e-commerce event, it experienced unprecedented growth in its last two cycles. Because of the coronavirus pandemic, most shoppers turned to online platforms instead of physical stores. As such, Prime Day 2020 hit a record number of sales, reaching roughly a 60% percent increase in sales compared to Prime Day 2019. Prime Day 2021 broke the 2020 record, adding in tens of millions more products sold.

Whether you’re a shopper or a seller, Amazon Prime Day is one of the biggest events on the platform and one that is much-awaited every year. Here are 15 key statistics about Amazon Prime Day that you should know about.


Amazon Prime Day Statistics: Revenue, Users & More

Amazon Prime Day’s Top Statistics

1. Over 200 million people have signed up for an Amazon Prime membership

To gain access to Amazon Prime deals, you first need to sign up for an Amazon Prime membership. You can opt for an annual or monthly fee, but your subscription needs to be active on Prime Day for it to work.

To date, over 200 million people have signed up for an Amazon Prime membership, with the majority citing Prime Day as one of their main reasons for doing so. This number is up 50 million individuals from the 150 million who had signed up for Amazon Prime membership in time for Prime Day 2020.

2. 64% of surveyed consumers say they plan to shop on Amazon during Prime Day

During the start of the second quarter of 2021, Profitero conducted a study to check consumers’ pulse right before Prime Day 2021. 64% of surveyed consumers said that they were going to shop on the platform on Prime Day. 8% of these consumers were found to be very frequent online shoppers, while 56% were found to be occasional online shoppers.

3. Shopping categories with the most inflation will be Prime Day’s bestsellers

High-inflation categories sell the best during the Prime Day sale. According to the same survey by Profitero, electronics are in the lead at 60%, home goods are next at 51%, while apparel comes in at 31%. 

PCMag also conducted a poll in 2020 to determine the products shoppers were most interested in. According to the poll, 39% were interested in deals involving streaming devices and televisions, 34% were interested in smart home devices, 31% were interested in computers and computer accessories, 30% were interested in tablets, while 26% were interested in fitness trackers.

4. In 2020, small and medium businesses across Amazon earned a collective total of $3.5 billion

Small and medium businesses make up the majority of the sellers on Amazon. Prime Day is an excellent way for them to gain traction among consumers because they can offer all sorts of deals on their products. 

Prime Day 2020 saw small and medium businesses earn a whopping $3.5 billion from Prime Day sales. This value increased by 60% from what small and medium businesses made in 2019. Amazon’s “Spend $10, Get $10” was noted to be a major catalyst for this event.

5. Prime Day 2021’s sales jumped to a total of $11.19 billion

This year’s Prime Day garnered $11.19 billion in sales across the globe. This value is up 7.6% from $10.39 billion from Prime Day 2020. In terms of Gross Merchandise Value, Amazon Prime Day raked in a total of $9.55 billion.

To give you a comparison with other major sales, Prime Day 2021’s total sales were bigger than the sales of Cyber Monday. It’s important to note, however, that Cyber Monday only lasted for 24 hours, while Prime Day lasted for 48 hours.

6. Over 250 million products were sold during Prime Day 2021

With over 250 million products sold, Prime Day 2021 shattered previous Prime Day sale records. During Prime Day 2020, only 175 million products were sold.  Customers also got to enjoy their purchases within two days of their checkout date. These were the most common shipping methods chosen by consumers:

  • Prime Now
  • Same-Day Prime Free
  • One-Day Prime Free

We can expect that the upcoming Prime Day sales will experience even faster delivery methods. Amazon is reportedly working on Prime Air, which will allow customers to receive lightweight items via drones within 30 minutes of their checkout time.

7. Shoppers from 20 nations purchased products during Prime Day 2021

This statistic is testament to Amazon’s global reach. With a Prime membership, you can enjoy free, two-day shipping to your delivery address, and Prime Day is the perfect way to enjoy this benefit. Here are the countries that participated in Prime Day 2021:

  • Australia
  • Austria
  • Belgium 
  • Brazil
  • China
  • France
  • Germany
  • Italy
  • Japan
  • Luxembourg
  • Mexico
  • The Netherlands
  • Portugal
  • Saudi Arabia
  • Singapore
  • Spain
  • Turkey
  • The United Arab Emirates
  • The United Kingdom
  • The United States

8. Customers spent an average of $47 per order on Prime Day 2021

While sales hit an all-time high, the average spending of each customer on Prime Day 2021 actually went down. The average spend of a customer on Prime Day 2020 was $54.64, while the average spend on Prime Day 2019 was $58.91. Households were found to spend an average of $92.

These trends indicate that while the volume of products sold increases each year, shoppers are more inclined to spend as little as possible. If you’re an Amazon seller, this further highlights Prime Day as an opportunity to provide customers with a good deal to promote a product.

9. Amazon’s biggest sellers for Prime Day 2021 were its consumer devices

Amazon’s biggest sellers were its Echo and Echo Dot devices. Both were sold at extreme price cuts, with the Echo being sold at $59.99 and the Echo Dot being sold at $24.99. Consumers also noted that previous generation Amazon products like the Echo Show 5 and Echo Show 8 were also sold at major discounts, rivalling previous Prime Days.

10. 78% of consumers know about Amazon Prime Day

Amazon is a widely popular eCommerce platform, and Prime Day is its largest event. In a survey done by National Today, 78% of respondents have said that they know about the Amazon Prime sale and what they can expect from it. Only 22% have said that they haven’t heard of the event.

Amazon Prime Day is most popular in the United States, but as mentioned, it has global reach. 61% of consumers from the United Kingdom said that they know about the event. 35% of Singaporean consumers and 25% of Australian consumers have said the same.

11. Women are the typical Prime Day shoppers

Although men planned to spend more money on Prime Day deals, the average shopper was female. According to Numerator, the typical Prime Day shopper is a Caucasian female aged anywhere from 35 to 44. They are usually high-income, married, and living in a suburban area. 

This is in line with SpendMeNot’s study earlier this year that found 60% of the women that they surveyed have said that they regularly shop on Amazon. 

12. Those who spent $500 during the previous Prime Day are likely to spend double the following Prime Day

Profitero’s study also analyzed the spending habits of consumers on Amazon Prime Day. In the weeks leading up to Prime Day 2021, 44% of consumers who had spent over $500 during Prime Day 2020 say that they plan to spend more than that amount during the grand sale. 41% of these consumers also said that they plan to spend relatively the same amount.

13. Men spend more than women on Prime Day

Although women are known to make up the majority of the shoppers during Amazon Prime Day, men are known to spend more. This is because they are more likely to make big-ticket purchases. 

According to Profitero’s study, men spent more during Prime Day 2020 than women did. 14% of men spent over $500 during the sale compared to 9% of women. It was also noted that women were more likely to have a total spending below $99 than men do. Moving forward, 30% of men say that they are planning to spend more during the Prime Day sale.

14. A big chunk of Prime Day shoppers prefers Prime Day to be during the Summer

While the majority of shoppers don’t have a preference about when Prime Day would be held, a third of Prime Day shoppers prefer Prime Day to be any time between June and July, which are Summer months. Profitero also found that households with lower income are more likely to have a preference about the big sale’s date.

15. Nearly half of consumers say that Prime Day leads to unplanned purchases

When it comes to online shopping, it’s often difficult to stick to a spending plan—especially if you encounter major deals and discounts. This was highlighted in Profitero’s study on Prime Day where 48% of consumers across all ages say that Prime Day is the perfect opportunity for unplanned purchases. For a closer look, those in the age bracket of 30 to 44 are more likely to make an unplanned purchase during Prime Day.

Key Takeaways from Amazon Prime Day 2021

Amazon Prime Day 2021 witnessed a record-breaking number of sales, and retailers across the platform have jotted down their learnings from the event. Here are some of the main takeaways:

  • Deals are the superior way to reach customers.

Prime Day is primarily popular because of its deals. Naturally, customers would gravitate toward products that they feel provide more value for their money, so Prime Day’s deals are a good way to get traffic to your Amazon store. 

Brands that offer discounts and deals experience a 5.2x boost in their sales and are more likely to get new customers. Brands that don’t are still able to make a sale, but they only experience a fifth of what brands with discounts do.

  • Having a big and versatile inventory is important.

Issues with the supply chain have become more prevalent during the pandemic, and brands with supply issues have seen the effect on their sales. Brands without supply issues experienced a 4.2x boost in sales, while those with supply issues only experienced a 3x boost.

Customers are more likely to purchase products from a brand if they are reassured that the items that they want are in stock. If they cannot find it from a particular brand, they are likely to look for another brand that sells items similar to what they want.

Moving forward, Prime Day is expected to grow even more. Customers around the globe are becoming more inclined to shop online, so e-commerce platforms like Amazon can expect more traffic to their sites. 

Additionally, many consumers are said to be influenced by “revenge spending,” or shopping because of the pandemic’s effects on businesses and incomes. As more of the world begins to recover from the effects of COVID-19, more consumers are encouraged to spend.

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