Amazon Prime Day 2021 Insights

Amazon Prime Day originally started as a celebration of the e-commerce site’s 20th anniversary in 2015. In the last six years, the day has blossomed into a massive annual two-day online sale anticipated by consumers and business owners worldwide. With Prime Day 2021 now complete, we’ve taken an in-depth look at consumer spending stats, so your brand can navigate the e-commerce giant and be prepared for next year’s annual event.


General Insights

In the last year, Amazon saw a decrease in the total average Prime Day order. The average order on Prime Day 2020 was $54.64 and 2021’s Prime Day order averaged $44.75. This slight price decrease in average order did not have an effect on total online retail sales. By the end of the second day, online retail sales surpassed $11 billion, up from the Prime Day 2020 total of $10.4 billion. This year, the total amount of orders placed surpassed 30,806. Of that total, Amazon saw a large gap in shopper’s order size with 45% spending less than $20.00 and only 23% spending $100.00 or more.


Prime Day deals are only offered to users with Prime memberships, but Amazon users are free to sign up for a Prime membership at any time for $12.99 per month. During Prime Day 2021, 96% of shoppers had Prime memberships and 2% of shoppers signed up for memberships that day. When it came to shoppers taking advantage of Prime Day deals, 50% of items purchased were included in the site’s discounted items.


Shopper Demographics

On Prime Day, Amazon saw a diverse amount of shoppers. The average shopper was a suburban female between the ages of 35 to 44. Females accounted for almost 80% of shoppers on Prime Day, however, almost all age groups participated in the day. 


Here is a breakdown of Amazon’s Prime Day 2021 total shoppers:

  • 19% were under the age of 34 
  • 22% were between the ages of 35 and 44 
  • 19% were between the age of 45 and 54 
  • 21% were between the ages of 55 and 64 
  • 19% of shoppers were 65 or older


Most Popular Items and Categories

When it came to picking a brand to purchase from, Prime users stayed loyal. The top 5 most purchased products were all Amazon products:

  • The Amazon Photos Project
  • An Amazon Gift Card Reload
  • The Fire TV Stick
  • The Echo Dot
  • The Fire HD Tablet 


Branding is extremely important as many of the products sold during this sale are products of Amazon. Creating a unique brand story that engages the media and consumers will help with brand recall and branded searches during these times. 


This year, there was a trend among specific categories. Outlined below are the five most popular categories on Prime Day this year:

  • Health and Beauty
  • Consumer Electronics 
  • Household Essentials
  • Apparel and Shoes
  • Home and Garden products 

Although 44% of consumer electronics purchased on Amazon Prime Day were Amazon-branded, 47% were non-Amazon branded products further proving how important brand visibility is. 


It is no secret that over the years the demand for Amazon Prime day will only continue to grow. It’s never too early to start planning for Amazon Prime Day 2022. Our team of marketing professionals is here to help your brand with every step of the process

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