Amazon Prime Day Sets New Sales Record with $12.7 Billion in Two-Day Event, According to Adobe Analytics

Amazon’s Prime Day 2022 Sets New Sales Record

Amazon announced today that the first 24 hours of its Prime Day event marked the “single largest sales day in company history” and that the two-day event was the “biggest Prime Day ever.” Across both days, consumers in the U.S. spent $12.7 billion, according to Adobe Analytics data. Adobe says this figure represents 6.1% growth year-over-year, setting a new record for the sales event. Amazon’s annual Prime Day event took place on July 11 and 12 this year.

Prime Day 2022 witnessed a surge in sales that surpassed all previous records, with more than 375 million items purchased during the two-day sale event. This figure shows significant growth compared to last year’s 300 million items sold. On the first day alone, U.S. sales rose nearly 6% year-over-year to $6.4 billion, while the second day saw an increase of 6.4% as consumers spent $6.3 billion. As a result, Amazon’s shares rose as much as 2.1% in pre-market trading on Thursday.

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.

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