Day one is coming to close for Amazon Prime Big Deal Days, a fall event rooted in what Amazon says are great deals for its Prime members. And customers looking to get an even earlier jump on their online holiday shopping.

And so far, based on data measured by consumer market research firm Numerator, online consumers shopped early and, for many, often. The average order size so far on Prime Big Deal Days is $54.00, down from July’s Prime Day sale but up slightly from last October’s Prime Early Access sale.

About a third (38%) of households shopping Prime Big Deal Days have already placed two or more separate orders, bringing the average household spend to roughly $89.32, says Numerator.

Amazon is No. 1 in the Top 1000, Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. It ranks the 100 largest such marketplaces by 2023 third-party GMV.

Here is a look at who is shopping Amazon Prime Big Deal Days, what they are spending and where they are spending it.

Three key takeaways about Amazon Prime Big Deal Days (Day 1)

1. Where consumers are buying

The top items so far on are Amazon-branded batteries, Premier Protein Shakes and ThisWorx car vacuums. More than half (60%) of Prime Big Deal Days items have sold for under $20, while 4% are over $100 — the average spend per item is $27.85, says Numerator.

2. The face of the customer

The sales event’s typical shopper is a high income, suburban customer, says Numerator. The typical observed Prime Big Deal Days shopper is age 35 to 44. 93% of shoppers knew it was Prime Big Deal Days before visiting Amazon and making their purchase, and 79% say the sale was their primary reason for shopping.

3. Satisfaction may or may not be guaranteed

61% of Prime Big Deal Days shoppers say they were highly satisfied with the deals offered, says Numerator. But over half (55%) compared prices at other retailers before making their Amazon purchases.

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