Amazon Grew US Prime Day Revenue by 8% to Nearly $13 Billion

Amazon’s own brands were among the biggest winners, while beauty product companies used TikTok to drive product views up 28% and revenue up 35%

This year’s Amazon Prime Day brought in 8% more revenue than last year’s sale, according to estimates from Similarweb Shopper Intelligence. Total sales approached $13 billion for the US alone.

Actually, a 2-day event on July 11 and 12, with pre-and-post-day events to boot, this year’s Prime Day has already been proclaimed the biggest ever by Amazon, with 375 million items sold, up from 300 million last year. Amazon did not release a revenue number, and ours is higher than some other independent estimates.

Beyond that one number, there is much more to learn for those who are serious about understanding digital brand and category sales, and what follows is just a sampling of what our analysts are sharing with clients. These statistics, extracted from a more detailed set of reports, are based on the amazon.com domain as opposed to the domains for countries outside the US.

Key takeaways

• Categories achieving above-average revenue growth included Beauty and Personal Care (+35%), Health & Household (+26%), and Clothing, Shoes and Jewelry (+18%).
• July 2023 Prime Sales generated significantly more attention than last year, with product views up 9%. TikTok promotions were key to connecting Beauty & Personal Care shoppers with Prime deals, and product views there were up by 28% year-over-year.
• Amazon private label brands were 4 of the 10 top-grossing brands during Prime Day, including the Blink and Ring home security product lines. However, Apple had the single biggest grossing brand, racking up almost $577 million in sales over the two-day event.
• Amazon Devices & Accessories got the highest lift from Prime Day sales (53 times as much revenue as in prior days), followed by Electronics (9 times more).
• Consumers are interested in their roots, with 23andme DNA test revenue 246 times higher than during the three previous weeks. Skincare brand Laneige saw the second-highest spike, with revenue 177 times higher.
• Amazon seems to have attracted more customers to this year’s sale, more than making up for a decline in average orders. Traffic to the main amazon.com shopping domain was up about 14%.

Categories that gained the most, year over year

The categories with the most growth in Prime Day sales were Beauty & Personal Care, up 35% to $849 million, Health & Household, up 26% to $799 million, and Clothing, Shoes & Jewelry, up 18% to $1.3 billion. The Home & Kitchen category was up a smaller amount, 3%, but brought in $2.5 billion in sales. Similarly, electronics only gained 2% but was worth $1.9 billion.

Amazon owns 4 of the 10 top-selling brands

It’s no surprise that Amazon particularly uses Prime Day to promote its own brands, from devices like the Kindle to private-label Amazon Basics items and Blink and Ring security products, and indeed they’re counted among the top grossing brands. Added together, they would surpass even mighty Apple, the single brand with the most Prime Day sales.

Other brands like 23andme and Laneige got the biggest boost

Based on sales during the Prime Day event itself, versus the prior weeks, the DNA testing company 23andme saw sales jump the most, with revenues nearly 247 times higher during the sale. A similar brand, AncestryDNA, got about a 96X boost.

Laneige skincare gained 177X, part of the Beauty and Personal Care success story for this year’s Prime Day.

Most searched for: Cookware, kitchen robots, and sunscreen join the usual suspects

Prime Day sales are the result of what consumers are most interested in, as well as what Amazon and its partners most want to promote. Searches for consumer electronics continue to drive a lot of interest, with Apple Watch searches up 154% year-over-year.

Learn more about popular Amazon searches with our Amazon Keyword Tool.

Individual buyers are more conservative

Smaller basket sizes and average order value show that Prime Day shoppers were more conservative with their money in 2023 than last year, amidst the rising cost of living. Amazon appears to have more than made up for that change by driving more traffic and more individual purchases.

Amazon’s digital cash register keeps ringing

Consumers like to shop around – but Amazon remains the number one shopping destination online. Since its launch in 2015, Amazon’s Prime Day has solidified itself as the much-anticipated sales event of the year, and this year’s results show it continues to drive sales even at a time of economic anxiety.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Report By: Inès Durand, Senior Insights Manager

Methodology

Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners. The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.

by Inès Durand

Inès provides market research insights in Retail, CPG, and Financial Services. Her work has appeared in Retail Today, CNBC, and AFP.