Amazon Boasts Record Sales for Prime Day 2023

The biggest online summer sales event of the year just wrapped up last July 11 to 12, and in this year’s Prime Day, Amazon announced the first 24 hours was the largest sales day ever on Amazon and claimed that this year’s Prime Day was the biggest to date.

How Successful Was Amazon Prime Day 2023?

Amazon had a bit more competition than usual this year with both Walmart (Walmart+ Week) and Target (Circle Week) hosting their version of Prime Day, However, throughout the two-day shopping event Prime members purchased more than 375 million items worldwide, a 75 million increase from Prime Day 2022. This led to an increase in sales by 6.2% over last year’s sales event.

“The first day of Prime Day was the largest sales day in Amazon’s history, and Prime members saved more this year than any other Prime Day event,” said Doug Herrington, CEO of Amazon Stores in a press release.

Customers also saved more money this year with Amazon reporting more than $2.5 billion in savings from deals across the Amazon store compared to $1.7 billion in 2022. Home, fashion, and beauty were among the top-selling categories, but in terms of specific products, the following stood out

    • Fire TV Stick
    • Laniege Lip Glowy Balm
    • Apple AirPods
    • Bissell Little Green Portable Deep Cleaner

Why Was This Year’s Prime Day More Successful Than in Years Past?

amazon prime delivery van
Prime members get huge discounts on Prime Day

In Amazon’s statement, they said this year offered more deals than any past Prime Day event.

It started by offering lower membership plans a few weeks before Prime Day. Small and medium sized businesses were given more Prime Day deals than ever before, helping some brands increase their average daily sales by over 18x on Amazon compared to the days leading up to Prime Day.

As per Adobe Digital Insights lead analyst Vivek Pandya, one of the reasons Prime Day saw an uptick in sales was from Amazon’s buy now, pay later services (BNPL). On day one of the sale, 6.4% of all orders were made using BNPL services, driving $461 million in revenue. For both days, revenue generated from BNPL amounted to $927, a 20% increase from 2022.

Comparing Amazon’s Prime Day Sales Since 2015

Now in its ninth year, Prime Day has seen a steady increase in sales from when it first started. As per Digital Commerce 360, gross sales from Prime Day in 2015 were only around $.9 billion.

Although Amazon reports this year’s Prime Day shattered previous records, it was a small uptick compared to 2022 and was below its expected growth rate of 9.5%.

Here’s a look at the year-by-year gross sales of Prime Day

Year Gross sales on Prime Day
2015 $.9 billion
2016 $1.52 billion
2017 $2.41 billion
2018 $4.19 billion
2019 $7.16 billion
2020 $10.39 billion
2021 $11.19 billion
2022 $12.09 billion
2023 $12.90 billion


Derick Quinanola

With a passion for helping businesses navigate the world of ecommerce and online marketing, Derick has been working as a writer and digital marketer for more than 3 years, helping companies of different niches grow their online presence. In his spare time, Derick loves to exercise, play video games, and spend time with his family.

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