A new survey shows how many Amazon Prime Day customers shopped exclusively on Amazon.

According to new data from Earnest Analytics, across all major e-commerce retailers with promotions in July 2024, 88% of customers shopped exclusively at a single retailer, 11% at two retailers, and 1% at three or more retailers.

In addition to having the highest participation rate among July promotional event shoppers, Earnest Analytics data shows that Amazon Prime Day also had the highest percentage of loyal shoppers: 84% of customers shopped only on Amazon Prime Day in July and 16% shopped at another promotional event.

When analyzing customers of other retailers hosting competing Prime Day events in July 2024, Earnest Analytics found:

• Target Circle Week (online and in-store): 75% exclusive shoppers, 24% one other retailer, 1% two or more other retailers.
• TikTok Shop Deals for You Days: 65% exclusive shoppers, 29% one other retailer, 6% two or more other retailers.
• Walmart deals (online only): 61% exclusive shoppers, 34% one other retailer, 5% two or more other retailers.
• Wayfair Black Friday in July: 60% exclusive shoppers, 33% one other retailer, 7% two or more other retailers.

(READ MORE: Three lessons from the success of Amazon Prime Day)