Amazon Prime Day is in full swing, and so far, 13% of shoppers who made a purchase bought groceries, according to preliminary data released by Numerator.
The Numerator report, released at 8 a.m. EST on the second day of the sale, showed that 30,655 orders had been placed by 14,543 households that purchased 62,928 items.
The average order was valued at $60.03, and half of the households that made a purchase placed two or more separate orders. That puts the average household spend at about $126, according to the update.
In addition to the grocery sales figures, 25% of shoppers purchased home goods, and 24% purchased household essentials. The pet products category was also popular with consumers at 14%.
Most items purchased on Amazon Prime Day have been under $20 (62%). Just 4% of products purchased were over $100. The average price for all items sold was $28.47.
More than half of shoppers said they were waiting for the sale to purchase something they intended to buy.
“The typical observed Prime Day shopper is a high-income, suburban female age 35 to 44,” Numerator said in the report. “Nearly all individuals who placed an Amazon order today knew it was Prime Day prior to shopping, and many said it was their primary reason for shopping today. Close to 90% of Prime Day shoppers have shopped the sale in the past.”
Competitors Walmart, Target, and Best Buy are giving Amazon a run for its money with their own sales, and more than half (53%) of shoppers said they compared prices with other retailers before making a purchase.
Thirty-five percent of shoppers checked both Target and Walmart for a better price before making their purchase.
