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Amazon’s Prime Day U.S. Shoppers Spending Less Per Order So Far
- Customers forsake laptops for household items like diapers
- Annual sale, now in its 6th year, is struggling to stand out
Workers retrieve boxes at an Amazon fulfillment center on Prime Day in Raleigh, North Carolina, on June 21.
Photographer: Rachel Jessen/BloombergThis article is for subscribers only.
Amazon.com Inc. shoppers in the U.S. spent less per order during the first 32 hours of the annual Prime Day sale than the previous two years, according to Numerator, suggesting shoppers are flocking to the site to buy diapers and cereal rather than flat-screen televisions and laptops.
The average Amazon order was $47.14 in the first 32 hours of the event, down from $54.64 last year, when Prime Day fell in October. Order size also trailed the $58.91 in 2019, when Prime Day was in July, according to Numerator, which tracks spending from a focus group of more than 5,000 U.S. households.