Numerator’s Amazon Prime Day Tracker compiled a live look across Numerator data sources to bring immediate insights into what was happening on Prime Day. All insights shared below have been updated as of September 2023 with highlights from our full recap report, available to download below.

Full Prime Day 2023 recap report available now!

This live tracker has ended, but our full recap report is available now. Download the report for a comprehensive view of Prime Day 2023 purchase behaviors & shopper sentiments.

2023 Prime Day Highlights

This data was refreshed in September 2023 with highlights from our final report. The insights below and in our final report are based on:








How much did shoppers spend on Prime Day 2023?

The average order size on Prime Day 2023 was $58.67, down from $60.73 on Prime Day 2022. Nearly three-fourths (73%) of households shopping Prime Day placed 2+ separate orders, bringing the average household spend to roughly $181.72.

What did people buy during Prime Day 2023?

The top items on Prime Day 2023 were the Amazon Fire TV Stick, Temptations Classic Cat Food, and the Echo Dot 5. The top categories were Health & Beauty (purchased by 42% of Prime Day shoppers), Home & Garden (41%) and Electronics (32%). 53% of Prime Day shoppers say they purchased items they’d been holding off on buying until they were on sale. More than half of Prime Day items (57%) sold for under $20, while 5% were over $100— the average spend per item was $31.21.

Who shopped on Prime Day 2023?

The typical observed Prime Day shopper was a high income, suburban female age 35 to 44. 87% were Prime members, and many had been members for a significant period of time— 73% since 2019 or earlier, and 84% for at least a year. Nearly all (97%) were aware of Prime Day before shopping on Amazon during the sale and had shopped the event in the past (79%).

What did Prime Day shoppers think of the deals?

66% of Prime Day 2023 shoppers say they were extremely or very satisfied with the deals offered this year. While the deals were satisfactory, over half of shoppers (54%) say they still compared Amazon’s prices with other retailers before making their Prime Day purchases— 36% compared to Walmart & 25% to Target. When it comes to other major summer sales, 34% of Prime Day shoppers said they had or might shop Target Circle Week, 33% Walmart+ Week, and another 37% said they wouldn’t shop any other sales.

Check out past Amazon and Prime Day coverage from Numerator.

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Prime Day 2022 Recap
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Prime Day 2021 Recap
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Amazon's 2022 CPG Share Growth

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