In advance of Amazon’s Prime Day 2017 event launching next week, Market Track is using their data to provide you with unique buyer insights from last year’s Prime Day.
InfoScout (acquired by Market Track) data on households that purchased items on Amazon.com revealed that shoppers were not basket-building on Prime Day last year. The average Prime Day shopper purchased 1.6 units per trip, and averaged 2.2 trips. InfoScout also discovered that the large majority (87.5%) of Prime Day shoppers in 2016 purchased just 1 or 2 urgent-need items during their trips.Not only were shoppers purchasing smaller baskets on Prime Day, they were also purchasing lower priced items. InfoScout data on average spend per trip shows that over half the trips on Amazon Prime Day were under $30, and almost three-quarters of trips were under $50. Only 12% of trips made on Prime Day were over $100.
There are likely a number of contributing factors leading to these results, but one possibility could be the nature of the product assortment included in the Prime Day event. It’s been well-documented that Prime Day deals on big ticket items like TVs are scarce and those that do exist are very specific, so there just may not be many opportunities for bargain shoppers to purchase more expensive items. Either way it’s clear that Prime Day hasn’t yet become the huge, planned shopping trip that Black Friday is for most consumers – rather, it’s still more of a treasure hunt, impulse purchase type of event.
For more information on purchase data, contact InfoScout here.