Amazon held its first Big Spring Sale from March 20 through March 25, 2024, and data suggests the category winner was Health and Beauty. Pymnts Intelligence said its data indicates the sale was “a bit underwhelming,” but by no means a flop.
While the annual Amazon Prime Day sale focuses on Prime members, the Big Spring Sale was not tied to Prime membership. According to Pymnts, 28% of US consumers participated in the March sale, and 38% of Amazon Prime members participated.
Fifty-one percent of all Amazon Big Spring Sale shoppers bought health and beauty products, making that the highest-selling category for the five-day event, according to Pymnts.
Note that Amazon focused its spring sale on seasonal goods, according to the invitation to sellers, whom it told the 2024 March sale would focus on “Outdoor & Garden, Home, Beauty & Fashion, Pets, Travel, and other seasonally relevant categories.”
Accompanying Pymnts’ April 11th article reporting on last month’s sale was a chart that showed sales broken down by category. And what makes the chart particularly compelling is that it offers a side-by-side comparison of the Big Spring Sale and last year’s the Prime Day sales event.
The PYMNTS Intelligence data is based on surveys with over 7,400 U.S. consumers, and the category-breakdown shows results from 2,031 consumers who shopped last month’s sale and 2,217 consumers who shopped the July 2023 Amazon Prime Days sale.
