Amazon Prime Day 2023

Rising Stakes for CPG and Consumer Electronics Brands

Report by Andrew Lipsman  | Jun 20, 2023
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Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
Prime Day is a bellwether for the 2023 holiday season.
Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
Prime Day shoppers have been gravitating to CPG products and other everyday items.
Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
How can brands and competitors maximize Prime Day’s sales impact?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Amazon Prime Day 2023 will drive a surge of activity for Amazon, competing retailers, and brands looking to generate a sales boost before the back-to-school and holiday shopping seasons.
Topics
Holiday & Seasonal Shopping
Retail Media
United States
Table of Contents
Report Snapshot
Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
Prime Day is a bellwether for the 2023 holiday season.
Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
Prime Day shoppers have been gravitating to CPG products and other everyday items.
Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
How can brands and competitors maximize Prime Day’s sales impact?
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

Amazon’s annual midsummer event is a key test of consumer demand as a shaky economy and high prices have shoppers in deal-seeking mode. With Prime Day’s evolution into an industrywide tentpole, brands and retailers hoping to capitalize on the surge in demand need to execute the right strategies to outperform the competition.

Key Question: How much ecommerce spending should brands and retailers expect on Prime Day 2023, and how should they prepare?

US Amazon Prime Users, 2019-2024 (millions, % change, and % of population)
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KEY STAT: Amazon Prime will reach 174.9 million US users this year, representing 65.9% of the population.

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    Table of Contents

    1. Report Snapshot
    2. Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
    3. Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
    4. Prime Day is a bellwether for the 2023 holiday season.
    5. Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
    1. Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
    2. Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
    3. Prime Day shoppers have been gravitating to CPG products and other everyday items.
    4. Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
    5. How can brands and competitors maximize Prime Day’s sales impact?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Amazon Prime Users, 2019-2024 (millions, % change, and % of population)US vs. Non-US Amazon Prime Day Sales, 2018-2023 (billions)
    US Amazon Prime Day Retail Ecommerce Sales, Amazon vs. Other Retailers, 2018-2023 (billions)US Amazon Prime Day vs. US Retail Ecommerce Holiday Season Sales Growth, 2020-2022 (% change)
    US Amazon Prime, Echo, and Fire TV User Penetration, 2016-2023 (% of population)US Amazon Retail Ecommerce Sales, by Product Category, 2023 (billions, % change, and % of total Amazon retail ecommerce sales)
    US Amazon Retail Ecommerce Sales Growth, Total Ecommerce and Excluding Computer and Consumer Electronics, 2021-2024 (% change)Product Categories US Consumers Purchased on Amazon Prime Day, 2021 & 2022 (% of respondents)
    Product Categories US Consumers Purchased on Amazon Prime Day, Walmart+ Weekend, and Target Deal Days, 2022 (% of respondents)

    Interviewed for This Report

    Elizabeth Marsten
    Tinuiti
    Vice President, Commerce Strategic Services
    Interviewed May 25, 2023
    Kiri Masters
    Acadia
    Head of Retail Marketplace Strategy
    Interviewed May 17, 2023

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    Download
    Report
    Deck
    One-Pager
    Share
    Table of Contents
    Report Snapshot
    Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
    Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
    Prime Day is a bellwether for the 2023 holiday season.
    Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
    Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
    Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
    Prime Day shoppers have been gravitating to CPG products and other everyday items.
    Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
    How can brands and competitors maximize Prime Day’s sales impact?
    Insider Intelligence Interviews
    Sources
    Media Gallery
    About This Report
    Amazon Prime Day 2023 will drive a surge of activity for Amazon, competing retailers, and brands looking to generate a sales boost before the back-to-school and holiday shopping seasons.
    Topics
    Holiday & Seasonal Shopping
    Retail Media
    United States
    Table of Contents
    Report Snapshot
    Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
    Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
    Prime Day is a bellwether for the 2023 holiday season.
    Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
    Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
    Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
    Prime Day shoppers have been gravitating to CPG products and other everyday items.
    Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
    How can brands and competitors maximize Prime Day’s sales impact?
    Insider Intelligence Interviews
    Sources
    Media Gallery
    Download PDF

    authors

    Andrew Lipsman

    Contributors

    Whitney Birdsall
    Senior Forecasting Analyst
    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Blake Droesch
    Analyst
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager