NPD’s Checkout E-Commerce information reveals who the Prime Day buyer is – at Amazon and elsewhere – and Marshal Cohen, NPD’s Chief Industry Advisor, sheds light on the retail dynamics at play around this shopping event as it expands.

“Everyone fits the Prime Day shopper profile, and it goes beyond Millennials –  even Boomers and seniors are getting in on the deals," says Marshal Cohen, Chief Industry Advisor, The NPD Group. "Prime Day has become a retail holiday, and with more retailers looking to compete this year, the reach will expand, but Amazon will continue to lead the way.”

Amazon buyers on Prime Day are…

  • Primarily female (53%, vs. 47% male), but they are slightly more likely to be male than buyers who shopped elsewhere on Prime Day.
  • Both high and low income, but they are more likely to be lower income (50% have household incomes under $75,000; 33% have household incomes of $100,000 or more) than those who shopped somewhere else (47% have household incomes under $75,000; 36% have household incomes of $100,000 or more).
  • Mostly Millennials and Gen X-ers.
  • More likely to be single.


Source: The NPD Group / Checkout E-Commerce, July 16-17, 2018



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