Amazon Prime Day triumphantly returned for its second year on 12 July, with orders globally rising more than 60 percent compared to last year.
Amazon’s ‘biggest sales event ever’ was well received and shoppers were more content than last year – across social media, sentiments of joy were expressed 43 percent more often than during the previous event (Adobe Digital Insights).
Greg Greeley, Vice President at Amazon Prime said, “We want to thank our tens of millions of members around the world for making this the biggest day in the history of Amazon. We hope you had as much fun as we did. After yesterday’s results, we’ll definitely be doing this again.”
Despite its success the event did not run seamlessly with reported problems on both the UK and US Amazon websites. Many shoppers reported difficulties when attempting to checkout and the #PrimeDayFail hashtag resurfaced with shoppers venting their frustrations about the technical issues on social media.
Which categories were promoted during Prime Day?
Brand View has reviewed the range of products that featured on Amazon’s ‘Today’s Deals’ page throughout Prime Day 2016 (not including marketplace sellers), compared to last year.
In 2016, there was a greater emphasis on consumer electronics. The majority of promoted products were Technology products, with 22 percent promoted compared to just 16 percent last year. The increase in these promotions may be in response to shoppers’ disappointment at the lack of promotions on consumer electronics last Prime Day.
Promotions on Food and Drink products increased threefold from 2 percent in 2015 to 6 percent in 2016.
There was a significant decrease in the proportion of Entertainment products on promotion, with only 7 percent promoted, compared to 13 percent last year. However, Amazon strongly promoted deals on TV Shows and Movies on its Amazon Video service, which was not included in this analysis.
Timing of deals
Brand View has reviewed deals on Amazon (including Amazon Marketplace sellers) from 1800 (BST) the day before Prime Day to see how the timing of deals this year compared.
There was a large increase in the number of promotions at midnight, as Prime Day commenced, with 258 promotions added – some 31.4 percent of these promotions were on Technology products.
The analysis highlighted that the number of deals peaked at 1950 (BST).
At 1945 (BST) Amazon added 73 new promotions, the largest proportion in the DIY, Tools and Hardware category which accounted for 37.0 percent.
Timing of deals by category
The three categories with the greatest proportion of products promoted during Prime Day 2016 were Technology, Clothing, Shoes and Jewellery, and Home, Office and Garden.
The peak time for promotions in all three categories was between 1945 and 2010 when the majority of Prime shoppers would have returned home from work.
There was a large spike in the number of Technology promotions at midnight on 12 July, with 81 new promotions. Amazon appeared to have addressed some of the complaints from last year by immediately adding big-ticket technology products to attract shoppers.
Both the Clothing, Shoes and Jewellery category and the Home, Office and Garden category saw large spikes in promotions at midnight on Prime Day, followed by a steady increase in the number of promotions throughout the day, before peaking in the evening hours.
What is the future for Amazon Prime Day?
This year’s increased promotions of big-ticket, technology items proved a hit with shoppers as Amazon reported a record number of sales this Prime Day.
Three times more Amazon-branded devices were purchased – the Amazon Fire TV stick was the biggest selling Amazon device globally. Amazon also used Prime Day as an opportunity to heavily promote its Amazon Video service to attract customers from its rival Netflix.
Following the success of the Technology product promotions, Amazon will likely further increase its focus on similar items for Prime Day 2017.
Originally launched to draw greater interest to its Prime services, it is likely that Amazon Prime Day will remain as an annual shopping ‘holiday’. Analysts predict that the popularity of this event will only continue to grow along with the ecommerce channel, following the success of other ‘manufactured’ sales events such as Alibaba’s ‘Singles Day’ (MKM Partners).
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