Amazon Prime Day 2024 breaks record, bumps US online sales to $14.2B

By: Taylor H.

US shoppers shelled out a record $14.2 billion across online retailers during the two-day Amazon Prime Day sale, which is up 11% from last year and in line with forecasts, according to Adobe Analytics research.

The 2024 event marks Amazon’s biggest Prime Day sale yet, the e-commerce giant said on Thursday.

The average household spent about $152 on Amazon during the Prime Day sale, according to market research firm Numerator.

“Prime Day 2024 was a huge success thanks to the millions of Prime members globally who turned to Amazon for fantastic deals,” Worldwide Sales CEO Doug Herrington said in a statement, “and our much-appreciated employees, delivery partners, and sellers around the world.”

Consumers flocked online for big discounts on electronics, apparel and small home appliances, according to Adobe.

Mobile device sales in particular drove nearly half of all purchases, with $7 billion – up 18.6% from last year – spent on mobile devices over the two-day period, according to data.

The top-selling items during the Prime Day sale included Amazon Fire TV sticks, protein shakes and trash bags, according to Numerator.

Consumers also stocked up on school supplies this year. Amazon’s Prime Day event has turned July – a typically slow buying season – into a back-to-school shopping season.

Rival companies have caught on, with Walmart, Target and China-based Shein rushing to launch their back-to-school sales in early July ahead of the major Amazon sale.

Spending on backpacks, lunchboxes, stationery and other office and school supplies spiked 216% above average June sales levels during the two-day period, according to Adobe.

Spending on children’s clothing also jumped 165% above average June sales levels during the same period, according to data.

Amazon launched Prime Day in 2015 – an exclusive sale meant to draw in more Prime subscribers, who pay $139 a year for shipping and streaming perks, ahead of the holidays.

About 180 million Amazon shoppers in the US had memberships as of March, up 8% from last year, according to market research firm Consumer Intelligence Research Partners.