It’s that time again as BeautyMatter digests the Prime Day data to surface the most compelling insights, results, and key takeaways related to beauty and wellness. According to Momentum Commerce, Amazon is slated to grow 19.9% in 2024, with Beauty & Personal Care forecasted to grow 26%.

Amazon Prime Day 2024 was a two-day affair that took place on July 16-17. Amazon touted “record-breaking” Prime Day sales, though it didn’t disclose specific figures. According to Adobe Analytics data, US shoppers spent a record $14.2 billion online during Amazon’s two-day Prime event, up 11% year over year. Buyers spent $7.2 billion on day one, up 11.2% from a year prior. Adobe Analytics said day two increased 10.4% year over year, hitting $7 billion. 

The Prime Day Demo

• About 184 million Amazon shoppers had Prime memberships as of June, up 8% from a year earlier, according to Consumer Intelligence Research Partners.
• The typical shopper―a high-income, suburban female aged 35 to 44―knew it was Prime Day before shopping, and it was the primary reason for making a purchase. Almost 90% of Prime Day shoppers have shopped the sale in the past.
• Numerator, which tracked purchases across more than 35,500 households, said the average order size on Prime Day 2024 was $57.97, up from $54.05 during last year’s event.
• 60% of households shopping Prime Day placed 2+ separate orders, bringing the average household spending to roughly $152.33.
• Millennials were the only demographic whose Prime Day spending dropped in 2024 compared with a year earlier, according to Facteus. It was a small drop, just 1.3%, but an outlier compared with baby boomers, Gen X, and Gen Z, which all increased Prime Day.

Beauty Breakdown

• Liquid I.V. Packets and COSRX Snail Mucin Serum ranked number 3 and 5 respectively based on number of units sold according to Numerator.
• According to Impact Analytics, Beauty category discounts rose from 11% to 13%, a 2% increase that ensures beauty products remain attractive to price-sensitive consumers while protecting margins. 
• Beauty & Personal Care experienced a decrease in promo depth compared to 2023, with the category average discount falling from 34% to 29%.
• 39% of beauty products were on sale, with an average discount of 29%. This approach balanced customer acquisition and retention with profitability in a competitive market. However, 61% of products were not eligible for Prime Day discounts.
• According to omnichannel marketing platform Skai’s real-time data, advertising spend was 5x higher than the daily average over the 30 days leading up to and on July 16. Cost per click (CPC) increased 58% with Beauty and Personal Care growing 74%.
• The category that saw the strongest among the non-Amazon retailers tracked by Salesforce was Health & Beauty up 16%. Within health and beauty, makeup sales were up 30%, and skincare increased 14%.
• According to Salesforce, Health & Beauty (21%), makeup (26%), and skincare (22%) were among the highest discounts globally by category.

Using insight from Prime Day 2024, it is time to prepare for Amazon's Q4 Prime Fall Deal Event. While Amazon has not alerted sellers when they should send inventory for this event, they have started to create deals for the Prime Fall Deal Event by August 6, 2024 and September 6, 2024 for Black Friday/Cyber Monday.