How many households will shop Prime Day?

Amazon will see a substantial boost in Prime Day traffic and sales.

New analysis indicates a sizable percentage of U.S. households will make at least one purchase during the upcoming Prime Day 2024 sales event.

Forty-percent of U.S. households are expected to shop this year’s Prime Day event, according to a report from market research firm Numerator.  based on analysis of the 2023 Prime Day event and consumer sentiment surveys. 

While the top cited reason among surveyed consumers for shopping at a retailer’s special sales event such as Prime Day is price (75% of surveyed shoppers), 57% want a wide variety of items on sale, 44% want fast shipping, 39% like the online shopping experience, and 37% want an easy return process (more than one answer permitted).

A full 100% of surveyed Amazon Prime Day 2023 shoppers said they were aware that the event was happening, nearly doubling Amazon’s average household penetration of 21% to 40.1% on Prime Day (a 91% lift).

On Prime Day 2023, 54% of surveyed shoppers said they compared prices at other retailers before purchasing. However, despite price comparisons, most shoppers bought at Amazon.