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Amazon says Prime members purchased hundreds of millions of products, with more than 150 million from third-party sellers.

Amazon says its two-day Big Deal Days sale was its largest October holiday kickoff sale ever, beating out the Early Access sale in 2022.

“Big Deal Days was Amazon’s most successful fall sale to date,” analyst at market research firm Numerator Amanda Schoenbauer says.

Amazon says Prime Members bought hundreds of millions of items in its sale on Oct. 10 and 11. More than 150 million of those purchases were from third-party sellers, which make up the majority of GMV on Amazon’s marketplace.

Amazon ranks No. 1 in the Top 1000, Digital Commerce 360’s ranking of North America’s online retailers by web sales. Amazon is No. 3 in the Global Online Marketplaces Database, Digital Commerce 360’s ranking of the top 100 online marketplaces.

The second annual fall sales event was “a strong start to the holiday shopping season,” CEO of Worldwide Amazon Stores Doug Herrington said in a written statement. Prime Members ordered more than 25 million items for same-day and next-day delivery, he said in the statement.


Most popular Amazon Big Deal Days products

Amazon says apparel, beauty, home and toys were the best-selling categories during the sales event. That lines up with results from market research firm Numerator, based on analysis of more than 70,000 orders and 137,000 products from 31,000 buyers. Numerator found apparel and accessories to be the most popular category, followed by home goods and home essentials. 

As usual, Amazon-brand products were highly popular during the sale. Prime members bought millions of Alexa-enabled devices, with Fire TVs and Echos being the most popular, Amazon said. 

Apple AirPods Pro (2nd Generation), Bissell Little Green Multi-Purpose Portable Carpet & Upholstery Cleaner, and Crest 3D Whitestrips rounded out the other top sellers, according to Amazon.

Numerator listed the top five Big Deal Days sellers as:

  1. Premier Protein Shakes
  2. Amazon Basics Batteries
  3. Amazon Fire TV stick
  4. Liquid I.V. Hydration Packs
  5. Energizer AA Batteries

The top-selling products were similar to customer favorites from the larger July Prime sale, including apparel and electronics.


How does Big Deal Days compare to other Amazon sales?

“While nearly as many households participated in this week’s sale as did July’s Prime Day, households spent less on average during the Big Deal Days sale, placing fewer orders and purchasing lower-priced items,” Numerator’s Schoenbauer says.

The average order size for the Big Deal Days sale was $53.47, according to Numerator. That’s down slightly from $58.67 for the July Prime Day sales event. The average household spent $124.09, compared with $181.72 in July.

This was the largest holiday sale we’ve seen this early in the season, but only about a quarter of participants said they used it to purchase holiday items, and very few actually completed a significant amount of their holiday shopping,” Schoenbauer says, based on Numerator data.

82% of a panel of 100 retailers in the Top 1000 online retailers held a promotion on Oct. 10, the first day of Amazon’s sale. That’s an increase from 72% during the control period two weeks prior to the sale, and from the 75% of retailers that held competing events with the July Prime sale.


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