5 Amazon Prime Day 2022 Data-Driven Insights
By Dhwani Worah Upadhyay
July 22, 2022
Amazon Prime Day has become one of the biggest shopping days of the year. During Prime Day 2022, over 300 million products were sold, with more than half of US households participating. At Fetch, we work hard to understand shopping data and behavior, and utilize that data to create a better experience for our app users, while supporting our brand partners.
With Prime Day 2022 over, we wanted to share some of the most interesting insights that we found in our data. Let’s explore some Prime Day data and insights, based on what we saw from receipts snapped during the Prime Day shopping period.
Note: If you have any questions about how Fetch gathers and utilizes user data, you can learn how Fetch protects user data in our dedicated blog post.
#1 Prime Day Drives Traffic to Amazon
No surprise here, Prime Day drives traffic to Amazon. This is the share of receipts for the Prime Day spike, compared to the same weekdays leading up to Prime Day event days. Another thing to note – the spike in share wasn’t as amplified as last year.
#2 Shoppers are Still Willing to Spend on Prime Days
The average daily spending per household on Amazon, during the two Prime Day event days, was $79.49. This is +82% more than the average daily spend on the same weekdays, in 2022, so far.
Source: Fetch’ 24 Months panel ending June 2022 – Fetch users who shopped on Amazon Prime Day
Prime Days – 2021 : June 21st and June 22nd | 2022: July 12th and July 13th
Average Tuesday & Wednesday in Jan-July MTD 2022 compared with Prime Day Tuesday & Wednesday
Average Monday & Tuesday in Jan-Jun 2021 compared with Prime Day 2021 Monday & Tuesday
#3 Average Spend Per Trip is Up, Despite Inflation
For Prime Day 2022, the average spend per trip (aka transaction), was up by 18.5%, compared to Prime Day 2021 at $44.54, with the average spend per item at $21.46.
Unlike current inflation trends, the average spending increase wasn’t driven by price increases (only +2.0%), indicating the extent of discounting that shoppers experienced. The bulk of the spending occurred on the first day (7/12/22), with the total Prime Day event seeing an average household spend of $104.22
#4 Amazon Users Stayed Loyal, Despite Efforts By Other Retailers
Amazon Prime Day shoppers were predominantly loyal to Amazon, despite efforts by mass retailers like Target.
These retailers attempted to capture shoppers before Prime Day, with special deals and promotions. Target went head-on with Amazon with their Target Deal Days promotion.
#5 Most Popular CPG Categories During Prime Day 2022
Out of the key CPG categories, Health & Beauty remains the most popular choice in general, but it didn’t see a spike in the share of sales, especially compared to non-Prime days.
Household Care increased 3.74 percent points, and Baby Care increased by 2.11 percent points. These categories showed the most gains on Prime Day, vs the same non-Prime Day weekdays in the year, so far.
During Prime Day 2022, our data showed that consumers are likely to forego discretionary spending on beauty for essential categories, especially those that have seen greater price increases.
Source: Fetch’ 24 Months panel, ending June 2022 – Fetch users who shopped on Amazon Prime Day. Overall average price increases 2022 vs 2021, Jan-Jun across all retailers.
Data Methodology
This report uses Fetch’ Proprietary 24-month user panel, ending June 2022, comprising 405,101 users. A longitudinal shopper panel allows for year-over-year comparison and adjusts for Fetch’ user growth, reflecting the true change in shopper behavior.
20,368-panel users shopped on Amazon Prime Days in 2022 and contributed 47,665 Amazon receipts.
Fetch is retail agnostic and accepts receipts from 1,000+ national and regional retailers, across brick & mortar locations, click & collect platforms, as well as digital and e-commerce.
Note: The data may slightly shift as Fetch’s panel reaches its 14-day scan limit. Any shifts will be minimal and updated in future reports.
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Dhwani Worah Upadhyay
Dhwani is VP, Analytics & Insights at Fetch. Understanding why consumers do what they do and translating it into marketing strategy excites her. Prior to Fetch she has worked with global brands and agencies to customize research, analytical solutions in the evolving CPG and retail space. When not nerding out on data she is researching her next travel destination. She is also an avid photographer.