Numerator’s Amazon Prime Day tracker has been tracking real-time updates about Prime Day 2022. And initial data looks good, with grocery purchases up 2.2% over last year.
The data and tech company’s tracker looks at data such as: verified spend, order, item and basket metrics; shopper demographics; and verified Prime Day buyer survey data, powered by Numerator’s omnichannel consumer purchase panel.
Data insights are based on 17,667 Prime Day orders from 8,054 unique households, and will be updated throughout the Prime Day event. Theresults tracked from the first 32 hours of Prime Day 2022 are available.
So far, the survey revealed that “on a day historically known for consumer electronics sales,” more than one in 10 shoppers (17%) bought groceries from Amazon on Prime Day, compared to 14.8% of shoppers last year.
Among the top five items sold so far, two have been household or grocery products: Frito-Lay Variety Pack, and Dawn Powerwash Dish Soap. Amazon-branded products accounted for 38% of grocery items purchased. Last year on Prime Day, all top five items were Amazon-branded and did not include any household or grocery items.
The average Prime Day 2022 order has been $53.14 (compared to $47.14 from the same period on Prime Day 2021); with 42% of orders placed for $20 or less, and 13% for more than $100.
Prime Day shoppers (83%) said that inflation impacted their purchases; one-third (33%) that said they waited until Prime Day to make a purchase; 27% passed on great deal items that were not a necessity; 18% made stock-up purchases; 13% changed their minds about a planned purchase; 6% bought a smaller size item to save money; and 6% switched to a different brand.
Prime Day shoppers have also been getting a start on holiday shopping (11%), and back-to-school shopping (8%), with 40% indicating that at least half of their school readiness purchases are done.
Additionally, about half (45% of Prime Day shoppers) only considered Amazon for their purchase, while 30% considered Walmart/Walmart.com, 25% considered Target/Target.com, 13% considered Club retailers, and 12% considered grocery stores.