Nearly one in five Amazon customers shopped Prime Day 2024

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Not only are Amazon’s customers the most loyal to its Prime Day event, but the retailer also has the largest participation rate. Around 19% of shoppers who made a purchase at Amazon in the 12 months ended July 30, 2024 also shopped during Prime Day. The next highest participation rate was at Target, whose omnichannel Circle Week prompted 12% of shoppers to buy.

TikTok Shop’s rise, due to the platform’s preexisting ubiquity, has helped drive customer growth since late 2023, and 5% of those customers made a purchase during Deals for You Days. Around 2% of Walmart’s customers spent online and in-app during its Deals sale, a smaller number reflecting a huge customer base. Wayfair also had 2% of its customers return to shop its Black Friday in July sale.