Amazon Prime Day UK: 20 Astonishing Stats

Amazon Prime Day has become one of the most anticipated shopping events of the year, offering huge savings and exclusive deals for millions of Prime members across the globe. In the UK, Prime Day 2023 proved to be bigger than ever, with sales reaching record-breaking levels. From must-have tech gadgets to fashion steals, UK consumers flocked to the event in search of unbeatable offers. Last year, the two-day extravaganza saw a significant rise in sales for independent sellers and a wide range of discounts that catered to all shopping preferences.

In this article, we’ll look at the key statistics from Amazon Prime Day 2023, focusing on the trends, consumer habits, and top-selling items that made last year’s event a remarkable success in the UK.

But first…

What Is Prime Day?

Amazon Prime Day is an annual shopping event exclusively for Amazon Prime members, offering substantial discounts across various products. Originally launched in 2015 to celebrate Amazon’s 20th anniversary, it has grown into a two-day event that rivals Black Friday and Cyber Monday in terms of deals and sales volume.

Prime Day features flash sales, limited-time offers, and special promotions across categories like electronics, home goods, fashion, beauty, and more. In the UK, as in other countries, Prime members benefit from discounts and access exclusive content such as Prime Video, Prime Music, and fast, free delivery services. Each year, the event brings new opportunities for both consumers and sellers, making it a major date in the retail calendar.

Independent sellers, particularly small and medium-sized businesses, often see a significant boost in sales as Amazon promotes their products alongside its own.

UK Prime Day 2023 sales exceeded £1.15 billion, up from the previous year’s £1.1 billion​

Over 50% of UK shoppers planned to make a purchase on Prime Day in 2023, with many awaiting the event for specific discounts​

The top-selling categories in the UK were fashion, beauty, and home products, mirroring global trends

Electronics saw a 392% increase in sales during Prime Day in the UK, as consumers flocked to deals on tech gadgets​

Amazon Fire Stick was the most popular product in the UK, continuing its dominance as a top-seller across various Prime Day events​

Amazon Prime membership in the UK reached new highs, with over 15 million active Prime members by mid-2023​

The average discount across Prime Day deals in the UK ranged from 9% to 22%, with electronics offering the deepest discounts​

Independent sellers in the UK saw a substantial rise in sales, with third-party sellers outpacing Amazon’s own retail sales​

Curbside pickup accounted for 18.9% of UK Prime Day orders, showing the growing importance of flexible delivery options​

Beauty and personal care products experienced a 35% sales increase, a particularly strong category in the UK market​

Around 68% of UK shoppers used Prime Day for back-to-school shopping, with spending in this category up significantly​

53% of UK shoppers waited for Prime Day to buy products, actively delaying purchases to benefit from discounts​

Clicks and conversions surged by 23% on UK Amazon during Prime Day, indicating higher engagement from shoppers​

The average price per item purchased during Prime Day in the UK was £28, with 63% of items costing less than £20​

Hourly website traffic peaked during early mornings (7-10 AM) and late evenings (5-7 PM) in the UK, with shoppers eager to snap up deals​

Nearly 35% of UK consumers shopped other retailer deals during Prime Day, as competitors like Currys and Argos ran their own promotions​

Back-to-school spending increased by 216% in the UK during Prime Day, a significant jump from previous years​

Prime members in the UK saved millions in total, thanks to exclusive offers that provided deeper discounts than standard Amazon shoppers​

Apparel and shoes made up 27% of Prime Day sales, as fashion items were highly sought after by UK consumers​

Small and medium-sized businesses in the UK saw sales increase by up to 18x, particularly on the first day of the event​

Amazon Prime Day 2023 has again demonstrated its importance in the UK retail calendar, with record-breaking sales and widespread participation from consumers and independent sellers. Last year’s event saw UK shoppers taking advantage of significant discounts across various categories, from electronics to fashion, with many timing their purchases specifically for Prime Day. Independent sellers also reaped the benefits, with many reporting huge increases in daily sales.

As the event continues to grow, Prime Day remains a major opportunity for consumers to find deals and for businesses to boost their sales. With more UK shoppers participating each year, it’s clear that Prime Day is not just a day for Amazon but a key event for the broader retail market.

Sources: Retail Gazette, US About Amazon, Fit Small Business, Perpetua