Household Amazon Prime Day spends are roughly back to 2020 levels, according to the latest recap report from Numerator.

The insights firm surveyed 500 verified Canadian Amazon Prime Day shoppers, and according to the numbers, orders per household are up, while spend per unit is down. Spend per household, meanwhile, is $247.48, versus $249.20 in 2020.

Most orders (71%) contained only a single item, and only a tenth contained three or more items. Despite the low item count, the average spend per order was $74, and 33% of orders cost over $100.

The top categories shopped over Amazon Prime Day were smart home devices (21%), followed by consumer electronics and apparel/shoes (both at 19%), home goods (17%) and then lawn and garden, health and wellness, and beauty and cosmetics (14% each). Small appliances and office supplies were the least reported categories shopped (5% each).

The report found that 77% of shoppers had an item in mind to purchase, while 53% purchased something they’d been waiting to buy on sale. Meanwhile, 42% reported shopping items included in “General” deals, while 24% purchased items they would regularly purchase on the online platform.

When it comes to shopper satisfaction, 89% of Amazon Prime Day shoppers were satisfied by their shop, either extremely so (22%), very (34%), or somewhat (33%) satisfied by their purchases.

The data also reveals that 55% did price comparisons, chief among these, Walmart at 65% (see, below) followed by Club stores such as Costco (25%).

Compared with 2022 Amazon Prime Day shoppers, this year’s buyers were more high-income, and more likely to do online research prior.

These shoppers are also more likely to be Gen X, to research a product online and be influenced by social media.

Also, seven out of 10 purchasers are the primary user of their purchased items.

Lastly, of the 80% of Prime Day shoppers who are Amazon Prime members, 5% signed up a week prior to Prime Day, 5% the same year, and 5% in 2022.