- Amazon’s blockbuster savings event, Prime Day, took place on July 11 and 12 this year.
- While Amazon’s flagship category is typically electronics, customers leaned into home goods.
- A Numerator analysis found that cat treats were the top-selling item during Prime Day 2023.
While the glitziest sale items during Amazon’s Prime Day tend to be massively discounted electronics like laptops and earphones, this year’s top selling items looked a little different.
According to early data from consumer data company Numerator, this year’s typical Prime Day shopper leaned into shopping for home goods and household essentials over any other categories. Amazon’s flagship category is historically electronics, but the top selling item during Amazon’s shopping holiday, based on the number of units sold, was Temptations Cat Treats.
Amazon created Prime Day in 2015 to celebrate the company’s 20th anniversary. The shopping holiday encouraged customers to take part in a virtual-shopping event in an otherwise sleepy season for retailers. It has since ballooned into a huge day for retailers, generating billions of dollars in sales every year.
This year, on July 11 and 12, Amazon offered its biggest discounts in years to try and coax customers into spending more amid high inflation and a tough time for the economy, Insider previously reported.
Numerator said that this year, the typical Prime Day shopper was a high-income suburban woman between the ages of 35 and 44. On top of being a long-time Prime member, she had been aware of Prime Day before shopping its sales and had participated in Prime Day shopping in previous years.
Over half of Prime Day shoppers said they purchased items that they had been waiting to buy at discount.
The top five best-selling items during Prime Day, in order, were: Temptations Cat Treats, an Amazon Fire TV Stick, Liquid I.V. Packets, the Echo Dot, and a Blink Outdoor Camera. (The Fire TV stick, Echo Dot and Blink camera are Amazon devices.)
Shoppers tended to buy items that were cheaper. More than half of the items sold during Prime Day cost under $20 and just 5% of the items that customers bought cost over $100. On average, orders cost $54.05 this year, up from $52.26 in 2022, according to Numerator.
Most households placed at least two orders during this year’s Prime Day and spent around $155.67 total during the two days.
Read the full article here