According to market research firm Numerator, a fifth of households across the U.S. will take part in Amazon Prime Day this year, an event that continues to help the company connect with consumers.
Although the e-tailer has yet to set a date for the event, Amazon has slated Prime Day for mid-July in the past.
Numerator noted that the percentage of U.S. households that purchased something on Amazon during Prime Day increased to 16% in 2018 from 9% in 2016 and could hit 20% to 22% in 2019.
Numerator concluded that the event not only drives an increase in Prime membership but it may also convert light Amazon shoppers into heavier ones who will proactively look for something on the promotional day. A significant proportion of Amazon customers, defined as shoppers who purchased something from the e-tailer during the year preceding the event, will shop on Prime Day for the first time every year.
In addition, Numerator pointed out, Prime Day has helped Amazon build engagement with its shoppers. The market research firm found that the average household spend on Amazon during Prime Day jumps significantly. In 2018, the average household spend on Prime Day was $132 versus $94 for Cyber Monday. Even more significantly, the Prime Day spend more than doubled that for a full week in 2018: Numerator maintained that the average household spent $60 on Amazon on an average week during 2018.