Although Amazon will drive the majority (59%) of ecommerce sales during Prime Day, 2024 will mark the third consecutive year with a decrease in share and the second of slowing YoY growth. The cooling trends suggest that US shoppers may be reaching a saturation point in their willingness to spend significantly more during the retailer’s tentpole event.
US shoppers will spend nearly $14 billion online during Amazon Prime Day 2024
Total US ecommerce spending will increase by 5.9% during Prime Day 2024. At more than $8 billion, Amazon sales will comprise over 59% of total ecommerce spend during the event. But Amazon’s Prime Day sales will grow at a slower pace YoY than its total ecommerce sales, and the company’s market share during the event is set to decline (slightly) for the third consecutive year.
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