Amazon News: 2023 US Black Friday and Cyber Monday Sales Data



As the festive season approached in 2023, shoppers across the United States eagerly awaited the annual retail extravaganzas of Black Friday and Cyber Monday. These two days have become synonymous with incredible deals, massive discounts, and a shopping frenzy that kicks off the holiday season with a bang. In this blog post, we'll delve into the sales data from these monumental events, uncovering trends, highlights, and insights that shaped the retail landscape in 2023.

General Data

Industry scale: The highest proportion of primary categories is Home and Kitchen (Home&Kitchen), and 18 of 23 primary categories achieved increase in the sales volume.
Category trend: In the TOP400, the overall sales increased by 29%, the sales volume increased by 39%, and the average price decreased by 8%.
Best-selling brands: Among the TOP20 brands, Apple ranks TOP1, accounting for 2.42% of the market share, and there are 11 brands in the TOP20 whose market share is rising year-on-year

Specific Data

The Home & Kitchen and Health & Household markets stand out as the two dominant pillars in the retail landscape, significantly surpassing other sectors. The prevalence of these markets is particularly evident during shopping carnivals, where products related to household essentials emerge as the top preferences for consumers. The widespread appeal of goods within these categories underscores their paramount importance, making them the go-to choices for a diverse range of shoppers seeking quality and practicality in their purchases.
Simultaneously, an analysis of price distribution across various market categories during this period reveals that electrical and electronic products continue to command higher prices. However, there is an overall trend of decreasing average prices across the board. This presents an opportune moment for new Amazon sellers to strategically establish pricing tiers for their products, aligning you with the prevailing average prices in each category.
By leveraging this insight, sellers can set reasonable and competitive price ranges for their classified products, catering to the evolving preferences and expectations of cost-conscious consumers.
Certainly, integrating sales data with the observed price ranges can provide a robust foundation for formulating targeted strategies. By marrying these insights, sellers can tailor their approaches to optimize both sales and profitability.
Conversely, in segments where average prices have decreased but sales remain robust, sellers could explore competitive pricing strategies to capture a larger market share. Analyzing the interplay between sales performance and price dynamics enables sellers to identify sweet spots – the optimal balance between pricing and volume that maximizes overall revenue.
Examining the market share of Amazon's TOP20 brands provides valuable insights into the competitive landscape and consumer preferences. By understanding which brands dominate the market, sellers can gain strategic intelligence to inform their market entry and positioning.


The 2023 Black Friday and Cyber Monday sales data unveils a dynamic retail landscape where traditional and digital channels converge. As consumers embrace diverse shopping experiences, retailers must adapt and innovate to meet evolving expectations. The success of these events underscores the resilience and adaptability of the retail industry, setting the stage for a transformative and tech-driven future.

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