Amazon said this week’s Prime Big Deal Days was its biggest October shopping event ever, but as usual, its press announcement was shy on details. More Prime members shopped this year’s event, “resulting in higher sales and more items sold than last year,…,” for example. Other companies sought to fill in the gap with data collected through buyer surveys.
Among the data Amazon did provide:
- “Globally, Prime members saved more than $1 billion across millions of deals,…” (Last year it said the same when it wrote, “Prime members saved more than $1 billion across hundreds of millions of items sold.”)
- ” Independent sellers also saw record sales during the event compared to Prime Big Deal Days 2023,…”
- “In the three weeks leading up to Prime Big Deal Days, a record number of customers worldwide signed up for Prime compared to last year’s event.”
Research firm Numerator publishes ecommerce data and issued early findings about the sales event based on initial survey results from 800 verified Prime Big Deal Day buyers on Wednesday morning. Some top categories include the following (the percentage indicates the number of initial respondents who made a purchase in that category):
Household Essentials: 24%
Apparel & Shoes: 22%
Home Goods: 22%
Beauty & Cosmetics: 21%
Health & Wellness: 19%
On Thursday afternoon, Numerator published an updated report based on information from over 5,000 verified Prime Big Deal Days buyers who shopped the sale on October 8-9. Of those, 33% said they shopped or would shop Walmart Holiday Deals, and 30% said they shopped or would shop Target Circle Week.
Respondents also told Numerator about their holiday shopping behavior: 24% reported purchasing gifts for the holidays, and 86% said they will probably or definitely shop on Amazon again in the next three months for holiday items (gifts, decorations, wrapping supplies, etc.). The company will publish its final report on October 11 on the Numerator website.
In Amazon’s press release on Thursday, the company said over 300 million items were currently available with free Prime shipping in the US, including tens of millions of items available with Same-Day or One-Day Delivery. Amazon also used the opportunity to remind shoppers of the NFL’s new Black Friday football game that was the brainstorm of Amazon, which reportedly paid the NFL last year to be the exclusive streamer. That was in addition to Amazon’s $1 billion “Thursday Night Football” package, according to CBS’s reporting last year.
Amazon will stream the second annual NFL Black Friday game on November 29th this year, with coverage exclusively available through Amazon’s Prime Video service. “While tuning in on Black Friday, customers can shop epic deals on top brands while simultaneously enjoying a great new tradition on the national sports calendar,” Amazon wrote in its announcement, adding that “the holiday savings are just getting started.”
