Amazon’s annual Prime Day event took place on Tuesday and Wednesday, with shoppers snapping up deals on everything from hair dryers to air fryers.

Ipsos iris data shows that despite the cost of living crisis, time spent across the Amazon app and was up 15% compared to Prime Day 2022.

We can also see that the total time spent shopping more than doubled (+116%) compared to the previous Tuesday and Wednesday, with a bigger spike on the app (+154%) than the website (+72%). Almost two thirds of shopping (64%) took place on the app.

Among these app users, 25-34 year olds (+204%) saw the biggest increase in time spent during the sale compared to the previous Tuesday and Wednesday, followed by 15-24 year olds (+181%). However, all age groups saw their time on the app more than double week on week.

These insights prove valuable for businesses and brands, validating the continuing consumer appeal of sales events, even amidst economic hardships.