Many customers couldn’t stop themselves from clicking the “checkout” button multiple times during the Amazon.com Inc. Prime Day shopping event.
More than half of shoppers (55%) placed two or more orders during the two-day event, according to data provided by Numerator. And 11% of shoppers placed five or more orders.
Half of the items purchased were Prime Day deals while 26% of items purchased were things that customers said they would usually buy on the site.
The average Prime Day order was $44.75. Most Prime Day shoppers (96%) were Prime members, according to Numerator.
JMP Securities estimates that Prime membership has now reached more than 200 million.
Prime Day in the U.S. took place over 48 hours across Monday and Tuesday. Amazon
says the Waterpik Electric Water Flosser and Instant Pot pressure cookers were top sellers, with Amazon devices also popular.
Prime Day also marked the launch of the back-to-school shopping season with 600,000 backpacks, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products sold.
Amazon did not provide a sales total for the event, but Adobe
data shows that U.S. online sales for the two days topped $11 billion, up 6.1% from last year’s event, which took place in October.
“This is despite relatively muted discounts across most categories, suggesting that there’s a pent-up demand for online shopping as consumers look forward to a return to normalcy,” said Taylor Schreiner, director of Adobe Digital insights, in a statement.
“The halo effect of Prime Day also played a significant role, giving both large and small online retailers significant revenue lifts at 29% and 21% respectively.”
Data from shopping experience experts BazaarVoice shows that 75% of global consumers who shopped on Prime Day only shopped with Amazon, though a quarter went to other retailers looking for the best deals.
“Brands and retailers not named Amazon knew that they had an opportunity to get the attention (and dollars) of shoppers who were already online and ready to spend, and they seized it,” said Keith Nealon, chief executive of Bazaarvoice, in a statement.
Amazon stock is up 7.7% for the year to date while the S&P 500 index
has gained 13.2%.