Shoppers in the US will spend more on Prime Day this year than they did in 2018. In a survey of Amazon Prime members from Profitero, three-quarters (76%) plan on shopping on Prime Day in 2019, with 56% of those who shopped Prime Day last year saying they plan to spend more this year.
Below are some stats from last year’s Prime Day, as well as what consumers and brands have to look forward to with Prime Day 2019 – which is scheduled for July 15.
Prime Day 2018 Saw Increased Sales
- On Prime Day 2018, more than 100 million products were sold, a 33% year-over-year increase from 2017. (Valassis)
- Despite Prime Day 2018 transactions being slightly lower than the year before, because Prime Day hours were extended from 30 to 36 hours in 2018, total transactions over that 36-hour period were up 16% year-over-year to reach 17.2 million transactions in 2018. (Hitwise)
- E-commerce emails sent with that Prime Day in the subject line saw a 47% higher open rate than the average of other top-performing themed emails in Q3 2018. (Yes Marketing)
- Triggered emails on Prime Day experienced a higher conversion rate versus typical day conversion rates. (Bluecore)
- Participation in Prime Day brings impressive sales lift. Brands that participated in Prime Day in 2018 experienced an average 3-4 times sales lift. (Profitero)
- Small brands also did well, with small and medium-sized businesses having more than $1 billion in sales on Prime Day 2018. (Profitero)
- The most popular categories for shoppers on Prime Day 2018 were Apparel and Accessories (41% increase in orders from 2017), Kitchen Appliances (41% increase in orders) and Smart Watches/Wearables (20% increase in sales). (Bazaarvoice)
- Of the 10 top-selling products on Prime Day 2018, 6 were Amazon products. (Hitwise)
Prime Day 2019 Looks Promising
- For Prime Day 2019, the top 3 shopping categories for US Amazon Prime members who are planning to buy are Electronics (71%), Apparel (58%) and Home Goods (56%). (Profitero)
- Seven in 10 shoppers like to use Prime Day for finding deals and discovering new products, with 58% of shoppers saying that Prime Day flash sales help them do this. (Valassis)
- Almost half (46%) of shoppers say that Prime day offers greater savings than Black Friday or Cyber Monday. (Valassis)
- Brands benefit from the halo effect of Prime Day, with two-thirds (66%) of products seeing a lift in traffic during Prime Day with average daily sales higher for two weeks after the event compared to average sales prior to the even. (Profitero)
But It’s Not All Rosy
- Shoppers do not take the deals at face-value, with nearly 6 in 10 saying they compare prices on other sites before making a Prime Day purchase. (Profitero)
- Prime Day ceases to be just an Amazon event, as shoppers plan on also shopping at other retails stores such as Walmart (44%), Target (40%) and Best Buy (24%). Reasons for straying away from Amazon include that they are able to find better sales (32%) or because there is a physical store nearby (31%). (Bazaarvoice)
- With consumer reviews and ratings an influential factor for shoppers they are considering a purchase, fake product reviews on Amazon has stopped some potential Prime Day shoppers in their tracks. Some 44% of shoppers say that fake reviews will have an impact on whether they will shop on Prime Day, with one-third (37%) of them saying they will be more cautious and the remaining 7% saying they will not participate in Prime Day at all. (Bazaarvoice)
