The role of pet supplies in Amazon Prime Day 2024

Amazon kicked off Prime Day 2024, its much-awaited sales event for membership customers, today, July 16.

According to American data and tech company Numerator, 40% of US households are expected to shop this event.

Analyzing shopping trends from previous years, the firm speculates that consumer packaged goods (CPG) products—including pet supplies—may be poised for growth during this year’s shopping event.

2023 trends

According to Numerator, pet supplies, beverages, vitamins and supplements were among the top departments purchased during Prime Day 2023.

Similarweb estimates that the pet category hit $300 million (€275.1M) in sales last year during Amazon’s annual shopping event.

Numerator’s findings reveal that Temptations cat food, produced by Mars, ranked as the second most popular consumable product during Prime Day 2023.

This product displayed increased shopper loyalty during the sale, as 26% of Temptations buyers shopped the brand’s products through Amazon during Prime Day, compared to 9% on off-sale days. The Numerator report also notes that 28% of Temptations shoppers repurchased on Amazon.

Consistent popularity of pet supplies

Purchases in the consumable pet supplies department during Prime Day have consistently improved. Numerator insights indicate that 9% of Amazon shoppers bought pet supplies in 2023, a 1% increase compared to 2022.

It is forecast that more than half of shoppers will compare prices with other retailers during Amazon Prime Day 2024 but decide to purchase from the e-commerce giant.

Customers across categories will be shopping due to price (75%), the wide variety of items on sale (57%), fast shipping (44%), the online shopping experience (39%) and the easy return process (37%).