Introduction

Chances are, you’re familiar with Amazon Prime Day, the e-commerce giant’s annual shopping event exclusively for Amazon Prime members. While it’s a relatively new event (the first Prime Day was held in 2015), it’s one that’s quickly grown in popularity. According to estimates from Digital Commerce 360, Amazon reached $12.90 billion in sales during Prime Day July 2023.

Prime Day has become one of the most anticipated shopping days of the year. In fact, it’s been such a success that other retailers – including Target and Walmart – have started holding their own, similar “deal day” events.

Amazon has confirmed the event will take place on July 16-17. What can we expect from consumers during Prime Day 2024?

Recently, we surveyed more than 10,000 US consumers to find out:

How many shop on Prime Day – and how this event impacts their shopping habits for the rest of the year
What types of items they add to their Prime Day shopping baskets
Whether they shop for themselves, others, or some combination of the two

Based on this data, we identified key trends you can expect during Amazon Prime Day 2024. In this report, we share these key trends – and discuss how they vary based on factors including age and gender identity.