Numerator’s Amazon Prime Big Deal Days Tracker has ended. All insights shared below are an “early read” of what we saw on Prime Big Deal Days, and are subject to change as additional data comes in. Live data from our OmniPanel is unweighted and is not guaranteed to be representative of the U.S. population.

(Ended) 2023 Prime Big Deal Days Tracker

This tracker has ended. The final update was made at 9AM ET on 10/12/23 and is based on data from:








How much did shoppers spend on Prime Big Deal Days?

The average order size on Prime Big Deal Days was $53.47, down from July’s Prime Day sale but up slightly from last October’s Prime Early Access sale. Over half (55%) of households shopping Prime Big Deal Days placed 2+ separate orders, bringing the average household spend to roughly $124.09.

What did people buy during Prime Big Deal Days?

The top items on Prime Big Deal Days were Premier Protein Shakes, Amazon-branded batteries,  and Amazon FireTV Sticks. More than half (60%) of Prime Big Deal Days items sold for under $20, while 4% were over $100— the average spend per item was $27.90. Nearly half of Prime Big Deal Days shoppers said they purchased something they’d been waiting to buy on sale, while a third said they bought items included in Prime Big Deals and a quarter in Lightning Deals. 

Who shopped on Prime Big Deal Days?

The typical observed Prime Big Deal Days shopper was a high income, suburban female age 35 to 44. 95% of shoppers knew it was Prime Big Deal Days before visiting Amazon and making their purchase, and 85% said the sale was their primary reason for shopping. Nearly three-fourths (72%) of Prime Big Deal Days shoppers said they also shopped on Prime Day in July.

What did Prime Big Deal Days shoppers think of the deals?

58% of Prime Big Deal Days shoppers said they were highly satisfied with the deals offered. Over half (55%) compared prices at other retailers before making their Amazon purchases. Many PBDD shoppers expect to or already have shopped at other pre-holiday sales, including Target Circle Week and Walmart Deals – Holiday Kickoff. Over half expect to shop on Black Friday or Cyber Monday, too.

Check out past Amazon and Prime Day coverage from Numerator.

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Five Predictions for "Prime Big Deal Days"
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Prime Day 2023 Recap
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Prime Early Access Sale 2022 Recap

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