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07/01/2022

Who will shop Amazon Prime Day?

Dan Berthiaume
Senior Editor, Technology
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Amazon Prime Day 22
Shopper intent looks high for Prime Day.

New data provides insight into likely customer behavior patterns for the upcoming Amazon Prime Day sales extravaganza.

According to findings from Numerator, as of June 24, 47% of surveyed Amazon shoppers knew the dates of Prime Day 2022 (July 12-13), and close to three in 10 (28%) said they were informed on the day Prime Day was announced (June 16).

[Read more: Amazon sets official date for Prime Day]

Among respondents who are aware of Prime Day 2022, 65% said they plan to participate in the event. Another 30% said they might shop on Prime Day, with only 5% definitely not planning to participate.

More than one in five (22%) respondents who plan to shop Prime Day say they plan to buy gifts for birthdays, anniversaries, and other special occasions. Almost one in five (18%) plan to buy gifts for the holiday season and 10% plan to buy back-to-school items. 

Meanwhile, 17% of respondents intending to shop Prime Day say they plan to buy higher-priced items that they would only purchase on sale. And among those respondents who do not plan to participate in Prime Day 2022, the top three reasons cited are a focus on saving money (39%), inflation/rising prices (36%), and lack of sales on specific items (34%). 

While the majority of consumers learn about Prime Day through Amazon’s site, mobile app, or marketing emails (73%), 22% said they heard about Prime Day on social media platforms. 

[Read more: How will Prime Day spending compare to last year?]

Amazon set to pick up CPG share on Prime Day

Numerator specifically analyzed trends in Prime Day’s impact on Amazon CPG market share. Findings include:

  • With 53% of U.S. households as Prime members and two-thirds of consumers planning to shop the sale, Amazon is poised to capture a record-high 20%-plus CPG share this Prime Day. 
  • Day-of CPG share grew from 16.2% on Prime Day 2019 to 18.3% on Prime Day 2020 to 19.1% on Prime Day 2021. Numerator expects Amazon CPG share to surpass 20% on Prime Day 2022. 
  • On Prime Day 2021, smaller retailers collectively saw a -10.5-percentage-point CPG share decline compared to the month prior. Walmart saw an in-store decline of -2.1 percentage points, followed by Kroger (-1.4 points) and Costco (-1.2 points). Conversely, Target.com saw a slight CPG share boost of +0.8 points on Prime Day.
  • On Prime Day, Amazon sees share increases of +3.8 percentage points in the household sector, and +3.7 points in the baby sector, pulling share most heavily from Walmart (-1.4 points and -1.7 points, respectively). 
  • All generations produce boost in Amazon CPG share surrounding Prime Day, but the trend is most pronounced with millennials and Gen Z. However, early indications in May and June 2022 show declining CPG share for Amazon among Gen Z, dropping below both millennials and Gen X consumers.  

"Consumers are more accustomed to buying their everyday goods online," said Eric Belcher, CEO, Numerator. "This year on Prime Day, consumers will be looking for deals on essential goods in addition to electronics and gifts. Successful brands will leverage timely consumer data to meet the consumer where they are."