Amazon Prime Day 2023 Sets New Records, Shoppers Spend Big on Home Goods and Apparel

Maia Jenkins
maia jenkins headshot
prime day interior

Shoppers came out in force for Prime Day 2023, with early numbers indicating sales through the online marketplace were the biggest of all time. 

According to data from Adobe Analytics, U.S. shoppers spent $12.7 billion over the two-day period during the Prime Day event, which took place on July 11 and 12 this year. This figure reflects a 6.1% increase compared to the previous year, establishing a new record for sales during this sales event.

Despite fears of inflation-weary shoppers reigning in their spending, Amazon says its Prime members purchased over 375 million items worldwide this year, up from 300 million items sold in 2022. According to data from Numerator, shoppers were particularly drawn to spending on home goods (28%), household essentials (26%) and apparel & shoes (24%). Back-to-school shoppers also drove the share of office supplies purchases up by 76%. 

The average order size was $54.05, ticking up from $52.26 in the same period on Prime Day 2022, while over half 52% of shoppers said they bought items they'd been waiting to buy until they were on sale. Interestingly, nearly two-thirds (65%) of households shopping Prime Day placed two or more separate orders, bringing the average household spend to around $155.67.

“The first day of Prime Day was the largest sales day in Amazon’s history, and Prime members saved more this year than any other Prime Day event,” said Doug Herrington, CEO of Amazon Stores. “Prime is an incredible value, and we’re proud to offer additional value for members through exclusive deals events like Prime Day. Thank you to our Prime members for continuing to shop in our store, and to our employees and independent sellers around the world who delivered for customers this Prime Day.”

This ad will auto-close in 10 seconds