Roughly 21.8% of online shoppers made a purchase on Amazon.com on Prime Day, according to an exclusive Internet Retailer survey. That’s up from 19.4% last year, when Internet Retailer ran the same survey.
Internet Retailer, together with Bizrate Insights, surveyed 1,393 U.S. online shoppers Wednesday, the day after Prime Day.
Forrester Research estimates there are 244 million online shoppers in the U.S., and these numbers suggest that roughly 53 million Americans bought something from Amazon on Prime Day, a 15% increase compared with 46 million last year.
Moreover, 41% of the survey respondents who visited Amazon.com on Prime Day made a purchase. Those results suggest Amazon’s conversion rate annihilated the industry standard of roughly 3%-4%, not to mention Amazon’s average conversion rate throughout the year, which Internet Retailer estimates at 15.00%, according to Top500Guide.com.
However, the sale largely attracted consumers already loyal to Amazon, as there was a big gap in purchasing likelihood between Prime members and non-Prime members. 50% of Prime members said they bought something compared to 14% for non-Prime members. Those results may not be surprising as Prime Day offers are only available to members of Amazon’s Prime loyalty program.
While a large share of visitors to Amazon.com made purchases, their basket sizes were relatively small. Of consumers who said they purchased on Prime Day, most said they spent $21 -$50. That compares to the retailer’s typical average order value, which Internet Retailer estimates to be $75.
Consumer electronics was the most popular category purchased on Prime Day, though apparel and accessories was a close second.
Some shoppers checked out deals on other sites during Prime Day, with 16% of respondents saying they browsed Walmart.com, 14% checking out eBay.com, and 12% Target.com.
Amazon.com Inc. is No. 1 in the Internet Retailer 2017 Top 500, Wal-Mart Stores Inc. is No. 3 and Target Corp. is No. 20. Online marketplace eBay Inc. is not ranked because it is not the merchant of record for goods sold on eBay.com.