SEATTLE — Amazon is declaring its recent Prime Big Deal Days a success, noting it topped last year’s October kick-off for holiday shopping.
According to the online retailer, Prime members purchased more than 25 million items with same day or next-day delivery over the two-day event, with apparel, beauty, home and toys leading in category sales.
“Prime Big Deal Days was a strong start to the holiday shopping season, offering Prime members an exclusive early opportunity to save and surpassing our expectations,” said Doug Herrington, CEO of Worldwide Amazon Stores. “This event outpaced last year’s holiday kick-off event, with more Prime members shopping this year.”
Chicago-based data and tech company Numerator, which tracked the Prime Big Deal Days sales live, posted on its tracker that the sale concluded with data from 73,432 orders among 31,607 unique buyers who purchased more than 137,000 items.
Nearly half (45%) of orders per household were single orders, according to Numerator, while 11% of households placed five or more orders. About one-fifth (18%) spent more than $200 per household, while the highest numbers were in the $100 or less (22%) or $200 or less (20%). The remaining 40% spent $50 or less per household.
Broken down by average order size, 22% of shoppers spent $20 or less, while just 4% spent more than $200 per order. The average spend per item came out to $27.90.
Numerator’s research put home goods as the No. 2 category, garnering 23% of purchases, just behind apparel and shoes at 25%.
The vast majority (88%) of shoppers were Prime members, and 95% came to the Amazon site already aware that the Big Deal Days event was happening.
Asked about the quality of the deals, 25% said they were extremely satisfied with what was on offer, and 33% each were very satisfied or somewhat satisfied. That left just 9% who were only slightly or not at all satisfied. Numerator surveyed 3,000 verified buyers.