Amazon’s Black Friday event, from November 21 to December 2, marked the company’s biggest 12-day sales period, outshining any previous Cyber Monday results.
With a total of $900 million in sales, Amazon accounted for about 17.7% of all Black Friday sales. Popular items included Amazon’s Echo and Fire TV devices, while top categories in the U.S. were electronics, toys, and beauty products.
This Amazon Black Friday Report includes key facts, figures, and top-selling items from Amazon’s Black Friday 2024 event.
Amazon Black Friday Statistics (2024-2025)
- Amazon’s Black Friday 2024 sales reached $900 million.
- The platform contributed around 17.7% of total Black Friday sales.
- Over 60% of Amazon’s sales came from individual sellers.
- 88% of shoppers used Amazon during the Black Friday weekend.
- The top-selling products were Amazon’s Echo and Fire TV devices.
Amazon Black Friday Statistics 2025
The complete Black Friday statistics haven’t been out yet. But still, I have gathered Amazon statistics for Black Friday from the data I have found.
Amazon Black Friday Sales 2024
- Amazon’s Black Friday 2024 sales reached $900 million, showing a steady growth compared to 2023.
- The platform contributed around 17.7% of total Black Friday sales.
- More than 3 in 5 of Amazon’s Black Friday sales came from individual sellers.
- A significant 88% of shoppers turned to Amazon during the Black Friday weekend.
- The top-selling products during the event were Amazon’s Echo and Fire TV devices.
- In the U.S., the best-selling product categories included:
- Electronics (e.g., Beats headphones and earbuds, Samsung TVs)
- Toys (e.g., Barbie, Play-doh)
- Beauty (e.g., Shark vacuums, air purifiers, Medicube beauty devices, and skincare)
- Amazon maintained the lowest online prices entering the holiday season, averaging 14% lower than other major U.S. retailers for the eighth consecutive year.
- Brands advertising on Amazon saw a nearly 30% increase in ad spending compared to 2023.
- E-commerce ad platform Pacvue reported a 9.9% increase in the cost-per-click (CPC) for Amazon ads, reaching $1.89 compared to Black Friday 2023.
Sources: PYMNTS, Forbes, The Street, Facteus, Amazon.
General Amazon Black Friday Statistics
- During this holiday period, Amazon’s small businesses in the US have estimated more than $1 billion in sales.
- Among all Amazon categories, electronics recorded the most sales. Apple Airpods, Amazon Fire TV sticks, and Amazon Echo Dot were the popular items that shoppers purchased the most during the occasion of this sale.
- The “Buy now, pay later” option was the most preferred payment method during Black Friday sales.
- Due to inflation and rising costs of food, gas, and rent, Americans specifically targeted deals and discounts on Amazon during Black Friday sales.
- Americans spent around $10.8 billion online on Black Friday, a 10.2% increase from last year.
- According to Statistics.blackfriday, there was a 180% increase in repeat purchases during Black Friday 2023 compared to 2022.
- Compared to other shopping methods, mobile shopping dominated this Black Friday sale. Out of total sales, 48% of online sales were made from phones, 4% higher than last year’s sales.
Amazon Category-wise Statistics
- Due to inflation, discounts have also risen in every category. The electronics category offered the highest discount among all categories. Electronics offered an average discount of 29% on items below $100, while Amazon devices above $100 offered a discount of 28%.
- Electronics, clothing, and home & kitchen are the top three categories shoppers showed interest in the most.
- “Amazon Basics” product revenue has seen a rise of almost 135% during the holiday season.
- Home, toys, fashion, Amazon devices, and beauty were top-selling categories.
- “Kids against maturity” and “What do you meme?” were the items most purchased by small businesses.
Best Selling Items During Amazon Black Friday Sale 2024
Amazon announced its best-selling products from the Black Friday and Cyber Monday sales, highlighting some clear customer favorites this holiday season.
COSRX Snail Mucin emerged as the most purchased item, making it a top choice for shoppers. Meanwhile, Amazon Fire TV Stick secured the second spot, continuing its streak as a customer favorite for streaming.
Further, Hero Cosmetics Mighty Patch Original came in third, proving to be a must-have for skincare enthusiasts.
During the Black Friday and Cyber Monday sales of 2024, Amazon highlighted several top-selling items that garnered significant customer attention. Here’s an overview of these popular products:
- Top-Selling Items:
- COSRX Snail Mucin 96% Power Repairing Essence: This Korean skincare product gained immense popularity for its hydrating and repairing properties, appealing to a wide range of beauty enthusiasts.
- Amazon Fire TV Stick: A favored choice for streaming, this device offers users seamless access to various entertainment platforms, enhancing home viewing experiences.
- Hero Cosmetics Mighty Patch Original: These acne patches became a skincare staple, and they are appreciated for their effectiveness in addressing blemishes discreetly.
- Ring Video Doorbell: With growing interest in home security, this smart doorbell attracted customers seeking to monitor their homes remotely.
- BISSELL Little Green Multi-Purpose Portable Carpet and Upholstery Cleaner: This portable cleaner is suitable for those looking for efficient solutions to maintain clean carpets and upholstery.
- Best-Selling Items from Small Businesses:
- She’s Birdie Personal Safety Alarm: A compact safety device that resonated with individuals prioritizing personal security.
- Taco Cat Goat Cheese Pizza Game: A fast-paced, family-friendly card game that became a hit for gatherings and parties.
- The Woobles Crochet Kit for Beginners: An engaging kit that introduced many to the craft of crocheting, suitable for beginners.
- Top-Selling Items from Amazon’s Creator Favorites:
- COSRX Snail Mucin 92% Moisturizer: Another skincare favorite from COSRX, known for its moisturizing benefits.
- Lumineux Whitening Strips: Oral care strips that gained attention for their teeth-whitening effects without causing sensitivity.
- Beckham Hotel Collection Bed Pillow: Luxury pillows that offered comfort, leading to their popularity among shoppers seeking quality bedding.
- Best-Selling Climate Pledge Friendly Products:
- Logitech MK270 Wireless Keyboard and Mouse Combo for Windows: An eco-friendly keyboard and mouse set that appeals to environmentally conscious consumers.
- DSS Games You Laugh You’re Out – The Official Family Game Where If You Laugh, You Lose: A sustainable family game that provides entertainment while aligning with eco-friendly values.
- Kitsch Rice Water Shampoo Bar: A solid shampoo bar that attracted customers looking for plastic-free hair care alternatives.
- Top-Selling Amazon Renewed Items:
- Samsung Galaxy S21 5G: A refurbished smartphone offering advanced features at a more accessible price point.
- Vitamix Explorian Blender: A high-performance blender, renewed to provide quality blending capabilities to health-conscious consumers.
- Xbox Series X Console: A refurbished gaming console that appealed to gamers seeking next-gen performance.
These products stood out during Amazon’s 2024 Black Friday and Cyber Monday sales, reflecting diverse consumer interests and the growing demand for both innovative and sustainable products.
Source: Amazon
Black Friday Sales vs Cyber Monday Sales On Amazon
Despite near-record inflation in the US, the holiday season sales on Amazon were successful, and both Black Friday & Cyber Monday dominated sales as usual. However, Cyber Monday recorded more sales and revenue compared to Black Friday. With huge discounts in almost all categories, consumers save a lot after shopping for the whole week.
Unfortunately, not every category had the luxury to see to increase in their sales and revenue. Since retailers like Walmart and Target were offering huge in-store discounts on gifts and toys, major toys and gifts businesses have experienced an approx 19% fall. Some popular products like gaming headsets and meat thermometers also saw a significant decline during this holiday sales.
Still, Black Friday is considered a great day to purchase from consumer staples and home categories. Cyber Monday is rather a good occasion for electronics purchases. Amazon’s electronics sales have seen a 23% increase in overall sales of electronics after 2018. This is why Cyber Monday is becoming a great day for electronics purchases.
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Conclusion: Amazon’s Black Friday 2024 Sales Hit An Impressive $900 Million
Amazon’s Black Friday 2024 sale was a massive success, with sales reaching $900 million. The platform accounted for about 17.7% of all Black Friday sales, with over 60% of those coming from individual sellers, highlighting Amazon’s continued support for small businesses.
An impressive 88% of shoppers chose Amazon for their Black Friday shopping, making it the go-to destination for holiday shopping. Additionally, Amazon’s competitive pricing, which was 14% lower than other major retailers, helped attract even more customers.
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