Amazon Prime Day Statistics: 2022 and 2023 Stats and Tips

If you’ve been selling on Amazon for a while, you know how big of a deal Prime Day is for both buyers and sellers. Sixty-eight percent of consumers are likely to shop on Prime Day this year, according to Jungle Scout’s Consumer Trends Report survey data. If this is your first Prime Day as an Amazon seller, you must be sure you are prepared for the large influx of traffic. 

We have a complete guide on all the ways you can gear up for Prime Day, but let’s take a look at some Prime Day 2022 results to better illustrate just how important Prime Day can be. 

In this article, we’ll go over:

What is Amazon Prime Day? 

Amazon Prime Day is an annual two-day shopping event for Amazon Prime members. It is held in July and features deals on various products, from electronics to home goods to clothing. In 2022, Prime Day was held on July 12 and 13. As of early June, Amazon has yet to announce a date for Prime Day 2023.

Prime Day deals are typically released in waves throughout the event and the week leading up to the event.  You can find the latest deals on the Amazon Prime Day landing page.

Amazon Prime Day statistics: 2022 

We all know how big Prime Day is, but have you ever seen the actual numbers from the event? Let’s review some statistics Amazon published from last year’s Prime Day sale just to show you the significance of this event. 

  • Prime members in the U.S. purchased more than 60,000 items per minute during the 2022 event.
  • Prime members purchased more than 300 million items worldwide during Prime Day 2022.
  • Amazon Live Prime Day streams had more than 100 million views.
  • Prime members saved over $1.7 billion, more than any previous Prime Day event.
  • Customers in the U.S. used Prime Day to celebrate summer, purchasing more than 1.2 million pairs of sunglasses and more than 1 million swimsuits

According to Amazon:

“This year was the biggest Prime Day event for Amazon’s selling partners, most of whom are small and medium-sized businesses, whose sales growth in Amazon’s store outpaced Amazon’s retail business. Customers spent over $3 billion on more than 100 million small business items included in the Support Small Businesses to Win Big sweepstakes.”

Best-selling categories included: 

  • Consumer Electronics 
  • Household Essentials
  • Home

Source: Amazon’s 2022 Prime Day summary 

2022 Amazon Prime Day results: Product data

To show you how much of a boost Prime Day traffic can give your products, we’ll also show you Jungle Scout Cobalt data for specific products. 

In this example, we will show unit sales and revenue on July 1st, 2022, and then July 13th, 2022 (Prime Day) to show the difference in sales. 

July 1
July 13
% increase

Unit sales
Unit sales
Unit sales


As you can see, there was a huge spike in unit sales and overall revenue for this particular brand on Prime Day compared to just two weeks prior.

For the next example, we will show you results from a brand before and during Amazon’s Prime Early Access Sale that took place in October 2022. 

October 1
October 12
% increase

Unit sales
Unit sales
Unit sales


Again, you can see how unit sales and revenue each increased by more than 50% during the October sale.

Let’s look at a couple more product examples from Prime Day 2022.

July 1
July 13
% increase

Air Purifiers
Unit sales
Unit sales
Unit sales


Building Toys
Unit sales
Unit sales
Unit sales


While these are extreme examples of products with very high sales volume, it shows the potential percentage increase you can see for your products during Prime Day. 

Even if you are a small seller with one or two products that sell 20 units per day, you can expect to see an increase in traffic to your listings on Prime Day. 

Key Amazon Prime Day Statistics for 2023

While we don’t have sales data from Prime Day 2023, we have data from our upcoming Q2 2023 Consumer Trends Report that show how consumers anticipate Prime Day. 

How likely are you to shop during the next Amazon Prime Day?
Q2 2023

Very likely

Somewhat likely

Somewhat unlikely

Very unlikely

I don’t know

As you can see, most consumers plan to shop for products on Amazon Prime Day. 

We also asked consumers if they had access to an Amazon Prime account, and found that 52% of respondents said they pay for their own Prime account, up 11% from last year. 

Here’s a more detailed look at their answers, and how they compare to when we asked the same question in 2022.

Do you currently have access to an Amazon Prime account?
Q2 2023
Q2 2022

Yes, I pay for my own Prime account

Yes, I share a Prime account with someone else

No, but I would consider getting an account in the future

No, and I do not plan to get an account

I don’t know

Amazon Prime Day 2022 was the biggest Prime Day event in Amazon’s history, which is why it’s so important to be fully prepared for Prime Day 2023.

READ MORE | How to Prepare for Amazon Prime Day 2023

How to Keep Customers Engaged After Prime Day

One of the hardest things to do as an entrepreneur is to acquire repeat customers in your business. On Prime Day, your listing has a good chance of receiving more traffic and sales than it would on a normal day. So how do you retarget those customers or visitors? 

With Amazon Sponsored Display Ads, you can retarget potential customers on and off of Amazon – meaning, your ads will appear on Amazon and on other websites where your customers visit. 

Here’s what you can do with Sponsored Display Ads:

  • Retarget customers who have previously viewed your listing(s) within the past 30 days
  • Retarget customers who have purchased from you in the past
  • Target similar products or categories 
  • Target customers based on their interests and previous shopping behaviors (vendors only)

By retargeting customers who have either viewed your listings and didn’t purchase, or previous customers, you may have an increased chance of converting them into a new or repeat buyer.

Sellers and brands enrolled in Amazon Brand Registry can access this ad type. 

When should your inventory arrive at FBA for Prime Day?

In March, Amazon announced that sellers’ inventory should arrive at U.S. fulfillment centers by June 15, 2023. If your inventory does not arrive on time, here is what you can do to be sure you have inventory ready for Prime Day. 

  • Create an FBM offer. If you have inventory available but cannot get enough into FBA in time, create an FBM offer on your listing to be sure your listing stays active in case your FBA goes out of stock. 
  • Utilize fulfillment alternatives. If you don’t rely on Amazon’s fulfillment services, fulfill the orders yourself or send your additional inventory to a third-party fulfillment center to help fulfill your Prime Day orders. 

Is your Amazon business ready for Prime Day 2023?

We hope this article gives you a better understanding of the significance of Prime Day and the effect it can have on your sales. 

If you haven’t already, make sure you check out our guide on How to Prepare for Amazon Prime Day 2023 to ensure your business is ready to go come July!

If you have any questions, please let us know in the comments below.

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