Amazon Prime Day is expected to return in July 2025, following the massive success of the 2024 event, which saw record-breaking sales of $14.2 billion. With that momentum, this year’s sales are anticipated to surpass last year’s numbers.
In 2024, shoppers purchased over 200 million items across various categories, with the average order value reaching $57.97. As excitement builds, Amazon is also expected to extend Prime Day into a four-day event in 2025.
This article covers the key highlights, trends, and sales figures from Amazon Prime Day 2024 to give you a clear picture of what to expect next.
Contents
- 1 Amazon Prime Day Sales: Top Picks
- 2 Amazon Prime Day Sales Statistics By Year
- 3 US Amazon Prime Day Sales
- 4 Amazon Prime Day Sales Through BNPL
- 5 Amazon Prime Day Sales: Top items
- 6 Amazon Prime Day Sales by Category
- 7 How Many People Participated In Amazon Prime Day Sales?
- 8 Amazon Prime Day Sales Statistics Demographics
Amazon Prime Day Sales: Top Picks
- Amazon Prime Day 2024 sales reached $14.2 billion, up 11.8% compared to 2023.
- Nearly $7 billion of those sales came from mobile shoppers.
- Buy Now, Pay Later made up 7.6% of Amazon Prime Day sales purchases.
- The Blink Outdoor Camera (4th Gen) brought in the most money, making it the top-selling item by revenue.
- Amazon Fire TV Stick was the most purchased product overall.
Amazon Prime Day Sales Statistics By Year
In 2024, Amazon Prime Day revenue climbed to a record $14.2 billion, showing an 11.8% increase from 2023.
In 2023, sales rose to $12.7 billion, with a relatively lower 6.7% increase, indicating a temporary slowdown following a major surge in 2022, when revenue jumped by a staggering 62.8% to $11.9 billion.
The period between 2017 and 2019 saw explosive growth, with annual increases hovering around 60–65%, peaking in 2019 with a 64.9% jump to $4.32 billion. In contrast, the more recent years (2021–2024) show moderate and stable growth,
Here is a table displaying the Amazon Prime Day sales recorded over the year:
| Year | Amazon Prime Day revenue | Annual change |
|---|---|---|
| 2024 | $14.20 billion | 11.8% |
| 2023 | $12.70 billion | 6.7% |
| 2022 | $11.90 billion | 62.8% |
| 2021 | $7.31 billion | 18.5% |
| 2020 | $6.17 billion | 42.8% |
| 2019 | $4.32 billion | 64.9% |
| 2018 | $2.62 billion | 64.8% |
| 2017 | $1.59 billion | 60.6% |
| 2016 | $0.99 billion | — |
Source: Oberlo
US Amazon Prime Day Sales
On the first day of Prime Day 2024, shoppers in the U.S. spent a massive $7.2 billion, marking an 11.7% increase compared to the same day last year.
The momentum continued on Day 2, with an additional $7 billion spent online. Together, both days brought in a total of $14.2 billion in sales.
Almost half of these purchases, around $7 billion, were made through mobile devices, reflecting an 18.6% year-over-year increase in mobile shopping.
Source: Adobe
Amazon Prime Day Sales Through BNPL
During Amazon Prime Day 2024, 7.6% of total sales came from Buy Now, Pay Later (BNPL) options.
This payment method accounted for $1.08 billion in spending over the two-day event, showing a 16.4% increase compared to last year. The rise highlights how more shoppers are turning to flexible payment options for their purchases.
Source: Adobe
Amazon Prime Day Sales: Top items
The Blink Outdoor Camera (4th Gen) was the top-selling item during Amazon Prime Day 2024, based on total sales in dollars.
The Apple Watch Series 9 came in second place, followed by the Apple Watch SE (2nd Gen) in third.
Here’s a look at the top 10 best-selling products from 2024’s Prime Day, ranked by total sales:
| Rank | Product |
|---|---|
| 1 | Blink Outdoor Camera (4th Gen) |
| 2 | Apple Watch Series 9 |
| 3 | Apple Watch SE (2nd Gen) |
| 4 | Apple AirPods Pro (2nd Gen) |
| 5 | Ring Video Doorbell |
| 6 | Apple iPad (10th Gen) |
| 7 | Ring Floodlight Camera |
| 8 | Amazon Fire TV Stick |
| 9 | Amazon Kindle Paperwhite |
| 10 | Bissell Little Green Cleaner |
Source: Numerator
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The Amazon Fire TV Stick was the most purchased product during Prime Day 2024, with the highest number of units sold.
It was followed closely by Starbucks Frappuccino, which came in second, and Premier Protein Shakes in third place.
Here’s a breakdown of the top products with the highest units sold during Amazon Prime Day 2024:
- Amazon Fire TV Stick
- Starbucks Frappuccino
- Premier Protein Shakes
- Liquid I.V. Hydration Multiplier
- Glad Trash Bags
- COSRX Snail Mucin Serum
- Essentia Water Bottles
- Energizer AA Batteries
- Crest 3D Whitestrips
- Orgain Organic Protein Powder
Source: Numerator
Apple topped the list of brands during Amazon Prime Day 2024, leading in both units sold and total sales in dollars.
Amazon Basics followed closely in second place, while Ring secured third. Other brands in the top 5 include Blink and Hanes.
Here’s a table displaying the top 10 brands during Amazon Prime Day 2024, based on both the number of products sold and total sales in dollars:
| Rank | Brand |
|---|---|
| 1 | Apple |
| 2 | Amazon Basics |
| 3 | Ring |
| 4 | Blink |
| 5 | Hanes |
| 6 | Anker |
| 7 | Bedsure |
| 8 | Premier Protein |
| 9 | Bissell |
| 10 | Glad |
Source: Numerator
Amazon Prime Day Sales by Category
Women’s apparel saw the biggest sales jump on Amazon Prime Day 2024, with a 4.6% increase compared to 2023.
Close behind, skin care products recorded a 3.8% rise in sales, showing strong consumer interest in self-care. Other fast-growing categories included apparel accessories (+2.4%), men’s apparel (+1.5%), and home items like decor and office supplies, each growing by 1.4%.
Four of the top 10 fastest-growing categories were in the Health and Beauty segment, including vitamins, makeup, and hair care.
Here is a table displaying the category that witnessed the highest sales growth in 2024 compared to 2023:
| Category | Change |
|---|---|
| Womens Apparel | 4.6% |
| Skin Care | 3.8% |
| Apparel Accessories | 2.4% |
| Mens Apparel | 1.5% |
| Decor | 1.4% |
| Office Supplies | 1.4% |
| Vitamins & Supplements | 1.4% |
| Makeup | 1.4% |
| Hair | 1.3% |
| Beverages | 1.3% |
Source: Numerator
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Affiliate marketers has earned over $100K in commissions during Amazon Prime Day sale.
Amazon Prime Day isn’t just a huge event for shoppers—it’s also a massive opportunity for affiliate marketers. Over the years, many affiliates have capitalized on the sales frenzy, with some top marketers reportedly earning over $100,000 in commissions during Prime Day campaigns alone. By strategically promoting deals and optimizing their referral links, affiliates continue to see impressive conversions.
Source: Affiliatestatistics.marketing
Tablets and eReaders and TV, and video saw the biggest sales declines during Amazon Prime Day 2024, with declines of -0.9% and -0.8%, respectively.
Laundry products and small appliances also saw a dip of -0.6%, hinting that practical household items weren’t top priorities last year. In addition, categories like baby equipment, video games, dolls, and preschool toys each dropped by -0.4%, showing a possible slowdown in family-focused purchases.
Interestingly, electronics made up half of the top ten declining categories, with several tech items, including tablets and eReaders, seeing reduced interest compared to 2023.
Here is a table displaying the categories with the highest decline in 2024 sales compared to 2023.
| Category | Change |
|---|---|
| Tablets & eReaders | -0.9% |
| TV & Video | -0.8% |
| Laundry | -0.6% |
| Small Appliances | -0.6% |
| Gift Cards | -0.5% |
| Equipment (Baby) | -0.4% |
| Video Games, Consoles, & Accessories | -0.4% |
| Dolls & Accessories | -0.4% |
| Preschool Toys | -0.4% |
| Wearable Technology | -0.3% |
Source: Numerator
How Many People Participated In Amazon Prime Day Sales?
In 2024, around 180 million people in the United States took part in Amazon Prime Day sales, highlighting how massive and popular the two-day shopping event has become.
From tech gadgets to home essentials, millions of shoppers across the country jumped online to grab limited-time deals and discounts.
Source: Statista
Amazon Prime Day Sales Statistics Demographics
This section covers the details about who shopped the most during the Amazon Prime Day sales in 2024, by generation, Income, and race.
Amazon Prime Day Sales Statistics By Generation
35% of Prime Day sales came from Gen X shoppers in 2024, making them the biggest contributors to the event.
Boomers followed closely with 33%, showing their strong presence in online shopping. Together, Gen X and Boomers drove 68% of the spending during Amazon Prime Day 2024.
Millennials accounted for 27% of the sales, while Gen Z made up just 5%, making them the least active group during the two-day sale.
Here is a table to represent the generational breakdown of Amazon Prime Day 2024 sales:
| Generation | Share of Sales (%) |
|---|---|
| Boomers [< 1965] | 33% |
| Gen X [1965-1981] | 35% |
| Millennials [1982-1995] | 27% |
| Gen Z [> 1996] | 5% |
Source: Numerator
Amazon Prime Day Sales Statistics By Income
49% of Prime Day 2024 sales came from shoppers earning between $40,000 and $125,000, making them the largest spending group.
34% of sales were driven by those with incomes of $125,000 or more, while 18% came from consumers earning less than $40,000.
This highlights that the middle and high-income shoppers led the spending during Prime Day in 2024.
Here is a table displaying the distribution of Amazon Prime Day shoppers by income
| Income Level | Share of Shoppers |
|---|---|
| Low Income (<$40k) | 18% |
| Middle Income ($ 40- $ 125k) | 49% |
| High Income ($125k+) | 34% |
Source: Numerator
Source: Numerator
Amazon Prime Day Sales Statistics By Race
71% of shoppers who made purchases during Amazon Prime Day 2024 identified as White or Caucasian, making up the majority.
Black or African American and Hispanic or Latino consumers each represented 11% of the shoppers. Further, Asian shoppers made up 6%, while 2% identified as other ethnicities.
This shows that the event had wider participation from White consumers, with more limited representation from other ethnic groups.
Here is a table displaying the distribution of Prime Day shoppers in 2025 by Race/ Ethnicity.
| Race/ Ethnicity | Percentage of Shoppers |
|---|---|
| White/Caucasian | 71% |
| Black or African American | 11% |
| Hispanic/Latino | 11% |
| Asian | 6% |
| Other | 2% |
Source: Numerator
Conclusion: The Amazon Prime Day Sales Reached $14.2 Billion In 2024
Amazon Prime Day 2024 brought in $14.2 billion in sales, up 11.8% from 2023, with over 200 million items purchased across multiple categories. Nearly $7 billion of those sales came from mobile devices, while Buy Now, Pay Later options accounted for $1.08 billion.
With the possibility of Prime Day expanding to four days in 2025, the event is expected to grow even further this year. It is expected to affect shopping habits and consumers’ interactions with technology, brands, and flexible spending options.
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