What is the average order value for purchases on Amazon?

Amazon’s marketplace data shows average order value (AOV) typically ranges in the mid-$50s, with recent Prime Day events pushing baskets to about $58–$60 per order. AOV is calculated by dividing total revenue by number of orders and is a key profit indicator for sellers looking to maximize revenue per transaction.

The current Amazon marketplace average sits at $52 for regular shopping periods, though this varies significantly by customer type, product category, and seasonal events. Prime members consistently spend 15–20% more per order than non-Prime customers, while promotional periods like Prime Day can drive AOV above $57.

Amazon AOV at a glance

• $52 average order value across all Amazon purchases (2024)
• $57.97 average order value during Prime Day 2024
• 15–20% higher spending per order for Prime vs. non-Prime members
• $75+ typical AOV for electronics and home improvement categories
• <$50 average basket size for grocery and beauty purchases
• 2.4x growth in total order volume since 2019

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Understanding AOV – definition & formula

Average Order Value measures the average amount customers spend per transaction on your Amazon store. It’s one of the most important metrics for sellers because it directly impacts profitability without requiring additional customer acquisition costs.

Quick formula + example

AOV = Total Revenue ÷ Number of Orders

For example, if your Amazon store generated $50,000 in revenue from 1,000 orders last month:

• AOV = $50,000 ÷ 1,000 = $50 per order

This baseline metric helps sellers understand customer buying patterns and identify opportunities to increase revenue per transaction.

Why AOV matters for Amazon sellers’ margins

Higher AOV improves profitability in several ways:

• Spreads fixed costs across larger order values (packaging, handling, customer service)
• Reduces acquisition cost per dollar of revenue generated
• Improves Amazon algorithm ranking through higher conversion values
• Increases eligibility for promotional programs and advertising opportunities

How Amazon reports AOV in Business Reports

Amazon doesn’t display AOV directly in Seller Central, but you can calculate it using the Sales and Traffic report:

1. Navigate to Reports → Business Reports → Sales and Traffic (By Date)
2. Select your desired date range
3. Use these fields for calculation:

• Ordered Product Sales (your total revenue)
• Total Order Items (number of orders)

1. Calculate: Ordered Product Sales ÷ Total Order Items = Your AOV

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Current Amazon AOV benchmarks (2024-2025)

Understanding where your store stands relative to marketplace averages helps set realistic targets and identify improvement opportunities.

Overall marketplace average

Amazon’s overall marketplace AOV has stabilized around $52 in 2024, following several years of growth from the pandemic-era peak. This figure represents a blended average across all categories, customer types, and shopping periods.

Year	Average AOV	Notable Events
2019	$47	Pre-pandemic baseline
2020	$49	Initial pandemic boost
2021	$51	Peak growth period
2022	$52	Stabilization begins
2023	$52	Maintained levels
2024	$52	Current benchmark

Prime vs. non-Prime shopper AOV

Prime membership creates a significant AOV differential, with members spending 15–20% more per order than non-Prime customers. This gap reflects both the convenience factor and the psychological effect of “free” shipping thresholds.

Prime member AOV: ~$60–$62.40 (estimated based on 15–20% uplift)
Non-Prime AOV: ~$43–$45 (estimated based on marketplace blend)

Impact of free shipping thresholds

Amazon’s $35 free shipping threshold for non-Prime customers creates a natural AOV floor, encouraging customers to add items to reach the qualifying amount. Prime members, already enjoying free shipping, tend to make more frequent, smaller orders that still average higher than non-Prime transactions.

Event-driven spikes (Prime Day, Big Deal Days, Black Friday)

Promotional events consistently drive AOV above marketplace averages as customers take advantage of limited-time deals and bundle offers.

Event	2024 AOV	Change from Baseline
Prime Day	$57.97	+11.5%
Prime Big Deal Days	$56.23	+8.1%
Black Friday	$54.80	+5.4%
Cyber Monday	$55.20	+6.2%

Category-specific AOV ranges

Different product categories show distinct AOV patterns based on price points, purchase frequency, and customer behavior.

Category	Typical AOV Range	Key Drivers
Electronics	$75+	High-ticket items, accessories
Home & Garden	$45–$65	Seasonal buying, project-based
Fashion & Apparel	$35–$55	Size variations, style preferences
Beauty & Personal Care	$25–$45	Frequent replenishment, sample sizes
Grocery & Consumables	$25–$40	Regular restocking, bulk buying
Sports & Outdoors	$50–$80	Seasonal equipment, gear sets

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5 factors that influence Amazon basket size

Understanding what drives customers to spend more per order helps sellers optimize their strategies for higher AOV.

Pricing & discount cadence

Strategic pricing and promotional timing significantly impact order values. Customers often wait for sales events to make larger purchases, creating predictable AOV spikes during promotional periods.

Best practices:

• Time discounts around pay cycles (1st and 15th of month)
• Use percentage discounts for higher-priced items
• Implement minimum order thresholds for free shipping

Product mix (consumables vs. high-ticket)

Stores with diverse product ranges typically achieve higher AOV as customers add complementary items to their carts. The mix of consumable and durable goods creates natural cross-selling opportunities.

Optimization strategies:

• Pair consumables with durable goods
• Create themed product collections
• Offer starter kits for new customers

Loyalty perks and Subscribe & Save

Amazon’s Subscribe & Save program encourages larger initial orders and regular replenishment, contributing to higher lifetime AOV even if individual orders are smaller.

Subscribe & Save benefits:

• 5–15% discounts on eligible items
• Predictable revenue stream
• Higher customer lifetime value

On-site merchandising (variations, virtual bundles)

Amazon’s native merchandising tools help increase basket size through strategic product presentation and bundling opportunities.

Key tools:

• Product variations (size, color, quantity)
• “Frequently bought together” sections
• Virtual bundles for complementary products

External traffic & cross-selling funnels

Customers arriving from external marketing channels often have higher purchase intent and AOV compared to organic Amazon traffic.

External traffic advantages:

• Higher conversion rates
• More targeted customer segments
• Better attribution to marketing efforts

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How to improve your Amazon AOV

Implementing specific tactics can systematically increase your average order value without requiring additional customer acquisition.

Bundling & virtual bundles step-by-step

Amazon’s Virtual Bundle feature allows sellers to group related products under a single listing, making it easier for customers to purchase multiple items together.

Implementation steps:

1. Identify complementary products in your catalog
2. Create bundle listings through Seller Central
3. Set competitive bundle pricing (typically 10–15% discount)
4. Optimize bundle titles and descriptions for search
5. Monitor performance and adjust pricing as needed

Multi-buy promotions & coupon stacking

Quantity-based discounts encourage customers to purchase multiple units, directly increasing order values.

Effective promotion types:

• Buy 2, get 10% off
• Buy 3, get 15% off
• Mix-and-match promotions across product lines
• Tiered discounts for higher quantities

Variation strategies (parent/child listings)

Properly structured product variations make it easy for customers to upgrade to higher-priced options or purchase multiple variants.

Best practices:

• Lead with mid-tier pricing options
• Highlight value propositions for premium variants
• Use clear differentiation between options
• Optimize for mobile browsing experience

Sponsored Display & product targeting ads for cross-sell

Amazon’s advertising platform enables targeted cross-selling to customers viewing related products.

Advertising tactics:

• Target competitor product pages
• Retarget customers who viewed your products
• Use lookalike audiences for expansion
• Test different ad creative for complementary products

Editorial content & A+ cross-sell modules

Enhanced Brand Content (A+ Content) provides opportunities to showcase product combinations and educate customers about complementary items.

Content strategies:

• Lifestyle imagery showing product combinations
• Comparison charts highlighting upgrade benefits
• How-to guides requiring multiple products
• Customer testimonials mentioning product pairs

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Tracking & analyzing AOV over time

Consistent monitoring helps identify trends and optimization opportunities before they impact overall performance.

Key reports in Seller Central / Brand Analytics

Amazon provides several reports that help track AOV trends:

Sales and Traffic Report:

• Daily/weekly/monthly AOV calculations
• Category performance comparisons
• Seasonal trend analysis

Brand Analytics:

• Customer demographics and behavior
• Market basket analysis
• Repeat purchase patterns

Third-party dashboards (Numerator, JungleScout Cobalt)

External analytics platforms provide additional insights beyond Amazon’s native reporting:

Numerator: Consumer panel data showing competitive benchmarks
JungleScout Cobalt: Integrated analytics with forecasting capabilities
Helium 10: Keyword and market research with AOV insights

Setting monthly targets and alert thresholds

Establish realistic AOV targets based on your category and customer base:

Target setting framework:

• Use 90-day rolling averages as baseline
• Set monthly targets 5–10% above baseline
• Create alerts for 15% deviations from target
• Review and adjust targets quarterly

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Frequently asked questions

What is considered a “good” AOV on Amazon?
A good AOV depends on your category, but generally $50+ indicates healthy performance. Electronics and home goods should target $75+, while beauty and grocery may perform well at $35–$45.

How often should I review AOV?
Monitor AOV weekly for trend identification, but make strategic decisions based on monthly data to avoid overreacting to short-term fluctuations.

Does raising prices always raise AOV?
Not necessarily. Price increases can reduce order frequency and conversion rates, potentially lowering overall AOV despite higher unit prices.

How does Buy With Prime change AOV?
Buy With Prime typically increases AOV by 15–25% as customers perceive higher value and convenience, leading to larger basket sizes.

Can Subscribe & Save hurt AOV?
Individual Subscribe & Save orders may be smaller, but they increase customer lifetime value and total revenue per customer over time.

What’s the difference between AOV and lifetime value?
AOV measures single transaction value, while lifetime value calculates total revenue from a customer over their entire relationship with your brand.

How does BNPL impact Amazon basket size?
Buy Now, Pay Later options typically increase AOV by 20–30% as customers feel more comfortable making larger purchases with payment flexibility.

Is AOV different on Amazon UK/DE?
Yes, international marketplaces show different AOV patterns due to currency, local shopping habits, and competitive landscapes. UK averages £35–£40, while Germany averages €40–€45.

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Sources & references

• DigitalCommerce360 – Prime Day 2024 Results — Prime Day AOV $57.97 benchmark
• Red Stag Fulfillment – Amazon AOV Analysis — Marketplace averages and growth trends
• Tinuiti – Prime Day 2024 Results & Analysis — Event-driven AOV spikes
• Impact – Prime Big Deal Days 2024 Analysis — Seasonal AOV trends
• Amazon Seller Central Business Reports — Sales and traffic data access
• SellerApp – Amazon AOV Guide — AOV calculation methodology