15 Amazon Prime Day Statistics & Expert Tips for Affiliates & Sellers (2024)

Amazon Prime Day is a record-breaking annual event in e-commerce, with Amazon sales of over $14 billion in 2024 over two days.

For Amazon sellers and affiliates, Prime Day is one of the sales events of the year that presents a massive opportunity to gain revenue over a short period of time.

So, how much revenue did Prime Day 2024 generate, and how can sellers and affiliate publishers make the most of this annual event?

To get the inside scoop, we reached out to the experts behind Levanta, a leading partner marketing platform for Amazon sellers and affiliates, with direct integration into Amazon’s API.

Leaning on Levanta’s access to a wealth of performance data and their invaluable insights, we’re covering the results and revenue Amazon earned from their 2024 event, the key Prime Day statistics you need to know, and some pro tips on how to prepare for Prime Day 2025.

What is Amazon Prime Day?

Amazon Prime Day is an annual two-day shopping event that offers exclusive deals and savings to Amazon Prime members.

The first Prime Day event was hosted in 2015 to celebrate Amazon’s 20th anniversary. It has become a hugely popular annual shopping event, similar to Black Friday and Cyber Monday, with 180 million shoppers participating in 2024.

Check out this video by USA Today for a quick recap of the history of Prime Day:

Prime Day is generally held in July each year, and in 2024 there will be another Prime Day event on October 8-9 2024, ahead of the end of year holiday season. 

Discounts and deals cover a wide array of products and verticals, from back to school supplies, beauty, fashion, health and wellness to electronics, home goods, and hardware.

Amazon subscriptions and devices can also be bought at hugely discounted prices, such as Amazon Kindle and Amazon Echo. 

Prime Day 2024: Results and Revenue

While Amazon have not directly revealed the exact figures for the revenue generated from Prime Day in 2024, sales reached $7.2 billion within the first 24 hours alone, representing an 11.2% increase compared to the year before.

According to Levanta’s Affiliate Marketing Prime Day Report 2024, 200 million items, across 35 product categories were sold during the two-day event, with average conversion rates as high as 11.9% (74% higher than average Amazon conversion rates). 

These numbers seem staggering for an event that caters to Prime Members only within a two-day window, so let’s take a look at the numbers, trends, and insights that made these figures possible:

15 Amazon Prime Day Statistics: 2024

Here are some key figures, statistics, and insights on Amazon Prime Day consumer behavior and spending trends:

• According to Levanta’s Affiliate Marketing Prime Day Report 2024, the most successful product categories were Industrial and Scientific, Clothing, Shoes and Jewelry, Arts, Crafts and Sewing, Home and Kitchen, Beauty, Tools and Home Improvement, Office Products, Health and Personal Care, Electronics, and Appliances.
• The product category with the highest conversion rate lift was Industrial & Scientific, with a 208% increase from average day conversion rates.
• According to Numerator the average order value (AOV) was $57.97, and the average price was $28.06 per item.
• Order value is concentrated in under $50 at 34% of total orders, while evenly distributed amongst $50-100 (21%), $100-200 (22%), and >$200 (23%).
• The number of orders placed per household was broken down as 40% placed a single order and 60% placed two or more orders, which brought the average household spend to $152.00 per household.   
• Globally, the average discount value on Prime Day offers was 22% (higher than the average 18% discount offered during TikTok’s Deals for You Days).
• Prime Day’s shopper demographic is slightly older and more affluent than average Amazon shoppers, with Gen X and Boomers making up 68% of buyers.
• Prime members made up 88% of shoppers, of which 85% had been members for more than one year, and 98% knew it was Prime Day before they started shopping.

• Over half stated that Prime Day was their main reason for shopping, indicating that they had planned in advance to take advantage of the discounts and deals offered.
• More than half (54%) said they had also compared prices from other retailers before they made their purchase.
• In terms of competitor analysis, according to Adobe Analytics, online sales outside of Amazon over the Prime Day period reached $14.2 billion, representing an 11% year-on-year increase and a new record for sales during that period.
• According to Numerator, 35% of their respondents shopped deals at Walmart, 34% shopped for Target’s Circle Week promotion, and 11% shopped on Best Buy’s Black Friday in July sale.
• Purchases split evenly between mobile devices (49%) and desktops (51%)
• Buy now, pay later (BNPL) drove 7.6% of online orders and accounted for $1.08 billion in online spending during the event.
• Average conversion rates were as high as 11.9% (74% higher than average Amazon conversion rates).

The table below provides a detailed breakdown of the top categories driven by affiliate marketers, their Amazon Prime Day conversion rates, and the percentage of conversion rate lift each category gained in 2024:

As these numbers show, Amazon Prime Day represents an incredible opportunity for Amazon affiliates and sellers, particularly in those categories with accelerated conversion rates.

High traffic volumes, consumers actively looking to purchase within a short timeframe, and exceptionally high conversion rates come together to create the perfect scenario for affiliates and sellers to take advantage of.

10 Pro Tips for Amazon Affiliates and Sellers to Make the Most of Prime Day

Here are some expert tips for affiliates and sellers to make the most of Prime Day and gain the highest returns:

• Optimize product pages and content with current keywords to improve organic discoverability during the highly competitive period where search results are everything, on and off Amazon.  
• Leverage paid search ads and Amazon ads to capitalize on the volume of searches being made during Prime Day.  
• Keep an eye on competitors and ensure that your deals are competitive and offer real value to the consumer. Look at average discount values and any added perks included.
• Look into past prime day statistics and trends to inform your strategies. In advance, test different promotions by category to see their impact and streamline processes.
• Curate promotional offers to appeal to the right demographic for Prime Day shoppers, who tend to be higher income and a little older than average Amazon shoppers. However, some product categories, like beauty products, did particularly well with Gen Z and millennials in 2024.

• Take full advantage of Amazon’s influencer store fronts and Amazon Inspire to reach more consumers with highly relevant content and offers.
• Lean into Amazon’s Rufus AI shopping assistant and optimize your content and product pages accordingly.
• Spread your affiliate marketing content across a variety of the top-performing categories that are highly relevant to your niche to make the most of increased conversion rates across numerous categories. Affiliates can research the top-performing product categories in advance of Prime Day and curate their content and Amazon storefronts to include more products in those categories.
• Connect with high-value affiliate partners in the lead-up to Prime Day and establish your presence in advance, to coincide with shoppers’ research and planning phase.
• Provide promotional offers that blend well with your affiliate marketing efforts and lean into the content types your highest-value affiliates use. Provide high-quality images, good video clips, and accurate and up-to-date product information to your affiliates.

Wrapping Up

The numbers show that Prime Day represents an incredibly valuable opportunity for sellers and affiliates, both on and off Amazon.

Preparing in advance for the event and following some simple best practices (like the expert tips we included above) enables affiliates and publishers to make the most of the opportunity, drive maximum revenue, and minimize wasted spend and missed opportunities.

References

Amazon: Prime Day Recap 2024

Amazon: Rufus – New Generative AI-powered Conversational Shopping Experience

Amazon: About Amazon Inspire

Acadia: Amazon Prime Day 2024 – The Results

Forbes: Prime Day Drives $14.2 Billion In Spending, With Amazon The Big Winner

Numerator: 2024 Prime Day Highlights Report