Numerator: Home Leads Early Amazon Prime Day Action

Market analytics company Numerator has tracked early Amazon Prime Day action and, as of 9 a.m. on June 22, it determined:

• The top purchase categories were Household Essentials, at 29% of items purchased, Home & Garden, at 27%, Apparel & Shoes, at 25%, and Consumer Electronics, at 25%.
• The average Prime Day order this year is $47.14.
• About 45% of households shopping Prime Day placed two or more separate orders, bringing the average household spend to roughly $92.09.
• Of pricier goods, 5% of Prime Day items sold for more than $100.
• Overall, almost 60% of orders and 75% of items came with a price tag at or less than $30.
• The top Prime Day items sold include Amazon Photos Projects, Amazon Gift Card Reload and Fire TV Sticks.
• Half of shoppers engaged purchased Prime Day deals items.

Numerator noted that, as of 9 a.m. on June 22, 98% of Prime Day shoppers were Amazon Prime members. The majority have been members for more than a year, but 2% having joined in the event’s opening hours and 8% since the onset of the pandemic. Further, the typical observed Prime Day shopper has been a high-income, suburban female age 35 to 44. About three quarters of Prime Day shoppers were women, according to Numerator.