Amazon Prime Day 2024 Sales Hit Record $14.2 Billion

Amazon Prime Day saw record sales this year, as U.S. consumers spent $14.2 billion on July 16 and 17, according to Adobe Analytics. That’s an 11% increase from last year’s $12.7 billion.

Shoppers spent $7.2 billion on the first day of the 2024 online event, up 11.2% from a year earlier. Adobe Analytics said the second day saw a 10.4% year-over-year increase, reaching $7 billion. While Amazon did not disclose any of its own numbers, the company did acknowledge the record sales.

“Prime Day 2024 was a huge success thanks to the millions of Prime members around the world who turned to Amazon for great deals, and our incredibly valued employees, delivery partners and merchants around the world who helped make this event possible for customers,” said Doug Herrington, CEO of Worldwide Amazon Stores, in a statement.

According to a report by Adobe, mobile shopping has grown 18% this year, accounting for 49.3% of the total. Amazon says its Rufus AI assistant has helped millions of customers make purchases.

Analytics service Numerator reported that the average order value over the two days was $57.97. The average order value during the last two Prime Day events was $56.64 and $53.14, respectively.

Adobe adds that electronics and furniture drove a large portion of sales, while back-to-school shopping also saw a big increase.

“The electronics, apparel, and furniture categories account for almost half of e-commerce spend, but saw low single-digit growth in the first half of 2024,” said Vivek Pandya, principal analyst at Adobe Digital Insights.

“It’s now clear that Prime Day was a catalyst for these key categories, and the discounts were deep enough that customers wanted to hit the ‘buy’ button and shop the new products in their homes.”

Adobe said customers used the buy now, pay later (BNPL) option on $1.08 billion in orders, representing 7.6% of sales.

The report predicts that total consumer spending will reach $84.4 billion in July, an 8.2% increase compared to 2023.