Despite Amazon’s Best Efforts, Three-Quarters of Prime Day Shoppers Didn’t Buy Groceries

Despite Amazon’s investment in its grocery offerings, and despite shoppers’ shift towards spending on just the essentials, the majority of the online marketplace’s shoppers still do not see it as a food and beverage destination.

By the Numbers

PYMNTS’ recent “Prime Day 2022: Inflation Hits But Amazon Still Wins” study, which draws from a July survey of 2,199 Amazon and Walmart subscribers, finds that despite the eCommerce giant’s best efforts, just 23% of Prime Day shoppers bought grocery products.

The Context

This relatively low penetration compared to competitor Walmart comes despite Amazon’s best efforts to leverage the event to drive adoption of its grocery channels. In fact, in advance of its Prime Day event, Amazon announced in June that it was offering Prime members 20% off of select items at Amazon Fresh stores.

See also: Amazon Follows Grocery Loyalty Trend, Extends Prime Benefits to Fresh

“We’re excited to launch the new Prime member savings benefit at Amazon Fresh stores today, offering 20% off everyday essentials across aisles,” Jeff Helbling, vice president of Amazon Fresh, said in a statement at the time. “Prime members get the best of shopping, savings and entertainment every day from Amazon, and we’re thrilled to add another benefit to their membership.”