Amazon’s Prime Day 2022 Sets New Sales Record: $12.7 Billion Spent in Two Days

Increased Average Order Size and Savings for Prime Members

The average order size per customer increased this year, reaching $54.05 compared to $52.26 during the previous Prime Day. This emphasizes the growing trust and loyalty of Amazon’s customers who are willing to spend more to secure the deals they desire. Prime members, in particular, enjoyed significant savings, collectively exceeding $2.5 billion. Home goods, fashion, and beauty emerged as the top categories during the sales event.

Surging Categories and Shift to Mobile Shopping

The second day of the sales event witnessed a surge in several categories. Appliances experienced a remarkable 52% boost compared to average daily sales in June, fueled by consumer demand. Similarly, sales of housekeeping supplies increased by 27% and electronics by 15%. Apparel saw a notable uptick of 24%, while office supplies recorded an impressive 76% growth, driven in part by back-to-school shoppers. Moreover, Adobe’s data reveals a growing trend of consumers shopping on smaller screens, with smartphones accounting for 44.8% of sales on the second day, up from 41.5% in the previous year.

Increasing Popularity of Buy Now Pay Later (BNPL)

Furthermore, the Prime Day event highlighted the continued rise of Buy Now Pay Later (BNPL) services. Approximately 6.5% of orders leveraged BNPL options, generating $927 million in revenue—a notable 20% year-over-year increase. Categories such as apparel, furniture/home, and electronics saw the highest usage of BNPL. Experts predict that this trend will persist, with consumers opting for flexible spending methods as the effects of inflation and an uncertain economic environment continue to impact their purchasing decisions.

Amazon’s Strategy and Future Events

Since its inception in 2015, Prime Day has become a pivotal event for Amazon. It not only attracts new paying customers but also strengthens the bond with existing ones. Moreover, the sales event serves as a platform for Amazon to promote its range of devices, including smart speakers and tablets. While Amazon had two Prime Day events last year, it remains uncertain whether the company plans to adopt the same approach in 2022.