Amazon Prime Day Statistics: 2023 Trends FBA Sellers Need to Know

If you’ve been selling on Amazon for a while, you know how big of a deal Prime Day is for both buyers and sellers.

We have a complete guide on all the ways you can gear up for Prime Day (as well as Amazon’s Prime Fall Deal Event), but let’s take a look at some Prime Day 2023 results to better illustrate just how important Prime Day can be. 

In this article, we’ll go over:

What is Amazon Prime Day? 

Amazon Prime Day is an annual two-day shopping event for Amazon Prime members. It is held in July and features deals on various products, from electronics to home goods to clothing. In 2023, Prime Day was held on July 11 and 12. 

Last year Amazon also began hosting a two-day shopping event in October, called Prime Early Access sale in 2022 and Prime Big Deal Days in 2023.

Prime Day deals are typically released in waves throughout the event and the week leading up to the event. You can find the latest deals on the Amazon Prime Day landing page.

Amazon Fall Prime Day results: October 2023

Amazon Prime Big Deals Day is a two-day sales event similar to Prime Day but in October. Like Prime Day, there are tens of thousands of deals running simultaneously, causing a spike in sales for many brands across the marketplace. 

Let’s take a look at some actual sales numbers from a few brands that ran deals on Amazon during this big sales event. The sales data indicated below is from the Jungle Scout Extension and shows the significant impact running a deal has on your product during “Fall Prime Day” — as it’s often called — which took place on October 10-11, 2023.

To get a better understanding of the impact this sales event had on these products, we’ll show you what the Best Sellers Rank (BSR) was the day before Prime Big Deals Day, as well as the average daily sales, and sales price — before and during the event. 

1. Bodum BISTRO Blade Grinder

Average price: $27.50
Sales price: $22

10/9 BSR 10/10 BSR 10/11 BSR
27,000 19,000 17,000

The lower the BSR, the better. 

Avg. Daily Sales 10/9 Units Sold 10/10 Units Sold 10/11 Units Sold
14 35 43 52

This brand didn’t offer a significant discount on this product during the sales event but still saw a large increase in sales on each day compared to the daily average. 

2. Toniebox Audio Player Starter Set

Average price: $139.99
Sales price: $99.99

10/9 BSR 10/10 BSR 10/11 BSR
9,100 6,700 65

With a $40 discount offered as a Lightning Deal during the Prime Big Deals Day, this product saw a massive 2,636% increase in units sales compared to the daily average! And took their BSR from 9,100 to 65 in Toys & Games. 

Avg. Daily Sales 10/9 Units Sold 10/10 Units Sold 10/11 Units Sold
19 29 38 520

One deal during Prime Big Deals Day made a huge positive impact on the product. It not only exponentially increased their sales, but this will also help improve brand awareness and likely organic keyword rankings as the product’s increased BSR will put the product in front of more customers. 

3. AeroGarden Harvest with Gourmet Herb Seed Pod

Average price: $70
Sales price: $49.99

10/9 BSR 10/10 BSR 10/11 BSR
1,000 906 1

With just a small $20 discount, this product was able to sell over 2,700 units in one day, compared to its 125 average daily sales!

Avg. Daily Sales 10/9 Units Sold 10/10 Units Sold 10/11 Units Sold
379 125 140 2,700

When running deals during these big sales events like Prime Day or Prime Big Deals Day, Amazon pushes your product onto deal pages, filled with new and bargain-hungry customers.

Will this help their sales long term? Only time will tell, but with such a significant increase, I wouldn’t be surprised to see the average BSR and daily sales increase.

4. Audio Technica Condenser Microphone

Average price: $149
Sales price: $94

10/9 BSR 10/10 BSR 10/11 BSR
1,500 1,100 116

Another product that performed much better than a regular sales day. Pushing from 18 average daily sales to over 112 units sold on the second day of the event. 

Avg. Daily Sales 10/9 Units Sold 10/10 Units Sold 10/11 Units Sold
18 14 19 112

While these four products are just a small sample size of the products that saw huge increases in sales during Prime Big Deals Day, they show the impact a big sales event and increased traffic can have on small brands and products on Amazon.

Amazon Prime Day statistics: July 2023

We all know how big Prime Day is, but have you ever seen the actual numbers from the event? Let’s review some statistics Amazon published from the 2023 Prime Day sale just to show you the significance of this event. 

  • The first day of Prime Day 2023 was the single largest sales day ever on Amazon. Mind-blowing!
  • Prime members purchased more than 375 million items worldwide during Prime Day 2023.
  • Prime Day 2023 was the biggest sales day for third-party sellers, whose sales outpaced Amazon’s retail business.
  • Prime members saved over $2.5 billion, more than any previous Prime Day event.
  • Amazon offered more Prime Day deals for small businesses than ever before.

According to Amazon:

“The first day of Prime Day, July 11, was the single largest sales day in company history. Over the course of the two-day shopping event, Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals across the Amazon store, helping make it the biggest Prime Day event ever.”

Best-selling categories included: 

  • Fashion
  • Beauty
  • Home

Source: Amazon’s 2023 Prime Day summary 

2023 Amazon Prime Day results: Product data

To show you how much of a boost Prime Day traffic can give your products, we’ll also show you Jungle Scout Cobalt data for specific products. 

In this example, we will show unit sales and revenue for different Amazon brands on July 1st, 2023, and then July 12th, 2023 (day two Prime Day) to show the difference in sales. 

Brand July 1 July 12 % increase 
Brand A Unit sales Revenue Unit sales Revenue Unit sales Revenue
4,515 $1,182,605 7,118 $1,407,295 37% 16%

As you can see, there was a huge spike in unit sales and overall revenue for this particular brand on Prime Day compared to just two weeks prior.

Let’s look at another example:

Brand July 1 July 12 % increase 
Brand B Unit sales Revenue Unit sales Revenue Unit sales Revenue
82 $19,373 177 $37,663 54% 49%

Again, you can see how unit sales and revenue each increased by a significant margin for compared to just two weeks earlier!

Let’s look at a couple more product examples from Prime Day 2023:

Product July 1 July 12 % increase
Air Purifiers* Unit sales Revenue Unit sales Revenue Unit sales Revenue
27,569 $3,157.27 28,258 $3,357.99 2% 6%
Building Toys Unit sales Revenue Unit sales Revenue Unit sales Revenue
1,539 $49,832 2,381 $62,935 35% 21%
Headphones, Earbuds,
& Accessories
Unit sales Revenue Unit sales Revenue Unit sales Revenue
350 $32,691 427 $49,882 18% 34%

*Note: Sales spiked significantly June 8-9 when smoke from the Canadian wildfires was blanketing the Northeast and again June 28-29 when Chicago & other areas in the Midwest experienced similar conditions. This is likely to have impacted Prime Day sales.

While these are extreme examples of products with very high sales volume, it shows the potential percentage increase you can see for your products during Prime Day. 

Even if you are a small seller with one or two products that sell 20 units per day, you can expect to see an increase in traffic to your listings on Prime Day. 

Key Amazon Prime Day Statistics for 2023

Since this year’s Prime Day was the biggest in Amazon’s history, it is safe to say that consumers showed up to find some amazing deals.

According to the results of our Consumer Trends Report, 68% of consumers planned to shop during the next Amazon Prime Day 2023.

How likely are you to shop during the next Amazon Prime Day? Q2 2023
Very likely 38%
Somewhat likely 30%
Somewhat unlikely 10%
Very unlikely 12%
I don’t know 10%


We also asked consumers if they had access to an Amazon Prime account, and found that 52% of respondents said they pay for their own Prime account, up almost 27% from last year. 

Here’s a more detailed look at their answers, and how they compare to when we asked the same question in 2022.

Do you currently have access to an Amazon Prime account? Q2 2023 Q2 2022
Yes, I pay for my own Prime account 52% 41%
Yes, I share a Prime account with someone else 13% 15%
No, but I would consider getting an account in the future 14% 12%
No, and I do not plan to get an account 19% 25%
I don’t know 3% 7%

Amazon Prime Day 2023 was the biggest Prime Day event in Amazon’s history.

How to Keep Customers Engaged After Prime Day

One of the hardest things to do as an entrepreneur is to acquire repeat customers in your business. On Prime Day, your listing has a good chance of receiving more traffic and sales than it would on a normal day. So how do you retarget those customers or visitors? 

With Amazon Sponsored Display Ads, you can retarget potential customers on and off of Amazon – meaning, your ads will appear on Amazon and on other websites where your customers visit. 

Here’s what you can do with Sponsored Display Ads:

  • Retarget customers who have previously viewed your listing(s) within the past 30 days
  • Retarget customers who have purchased from you in the past
  • Target similar products or categories 
  • Target customers based on their interests and previous shopping behaviors (vendors only)

By retargeting customers who have either viewed your listings and didn’t purchase, or previous customers, you may have an increased chance of converting them into a new or repeat buyer.

Sellers and brands enrolled in Amazon Brand Registry can access this ad type. 

Prepare for the 2023 Prime Fall Deal Event

Now that Prime Day 2023 has passed, it is time to prepare for Prime Fall Deal Event, which will be similar to Prime Day. “A Prime-exclusive shopping event that will begin in Q4.”

While Amazon has not alerted sellers when they should send inventory for this event, they have stated to create deals for the Prime Fall Deal Event by August 11, 2023.

Preparing for this event will be no different than preparing for Prime Day or even the holidays. Make sure you have deals lined up, inventory ready, listing optimized, and marketing and advertising ready to go. 

To be sure you are ready for the Fall Prime Event and the upcoming holiday season, check out this article:  How to Prepare for Amazon Prime Day 2023

While the main focus of that article will still be relevant for the Prime Fall Deal Event and all of Q4!

How did your business perform on Prime Day 2023?

If you were selling products during Prime Day 2023, you likely saw a good increase in sales as this year was the biggest year for the sales event yet! How did you sales look on Prime Day? Let us know in the comments!

If you haven’t already, make sure you check out our guide on How to Prepare for Amazon Prime Day 2023 to ensure your business is ready to go for the next big sales event and for Q4!

If you have any questions, please let us know in the comments below.

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