Unboxing Prime Day

Well, that was fun! (if slightly hectic for the DAN teams working with clients to make Prime Day a success.) 

Here are the most interesting results that Amazon shared in their Prime Day press release today:

  • Amazon welcomed more new Prime members on July 15 than any previous day, and almost as many on July 16 – making these the two biggest days ever for member signups.
  • Members worldwide purchased more than 175 million items, from devices to groceries and more, throughout Prime Day.
  • Prime members purchased more than 100,000 lunchboxes, 100,000 laptops, 200,000 TVs, 300,000 headphones, 350,000 luxury beauty products, 400,000 pet products, 650,000 household cleaning supplies, and more than one million toys.

And here are some best-selling items by country: 

  • United States: LifeStraw Personal Water Filter, Instant Pot DUO60, and 23andMe Health + Ancestry kits
  • United Kingdom: Sony PlayStation Classic Console, Oral-B SmartSeries Electric Toothbrush, and Shark Vacuum Cleaner
  • Canada: PlayStation 4 Slim with Spiderman and Horizon Zero Dawn, LifeStraw Personal Water Filter, and 23andMe Health + Ancestry kits

More Fast Facts from Prime Day 

U.S. retailers with $5M or less in sales saw a halo effect from Amazon Prime Day (via Adobe Analytics). The average value for Prime Day “buy online, pickup in-store” orders was up 12% from last year, suggesting that retailers with physical locations had an advantageous edge over those that are online only. This also may be one of the reasons Amazon is investing in brick-and-mortar properties itself.

The National Retail Federation released a back-to-school forecast where 59% of surveyed respondents said they’d look for back-to-school deals through Amazon Prime Day, which is more evidence that Prime Day has disrupted traditional retail “holidays” and boosts shopper activity earlier in the year.

Bloomberg reports that searches for “Canceling Amazon Prime” were 18x higher than usual on Monday, indicating that many intended to sign up to access Prime Day discounts and then cancel later.

Not unlike last year, Amazon faced some controversy this Prime Day. Site glitches prevented some customers from adding key items to their cart, and in some instances, the company could not fulfill their promise of two-day shipping (via the Wall Street Journal). 

Nevertheless, this Prime Day smashed records, just like every one before it. By Tuesday afternoon, Amazon was already claiming it was their biggest 24-hour sales period in the company’s history.


….and a few Prime Day findings

Google Search data showed that interest in deals from Amazon’s competitors have grown significantly this year over last. Searches for Walmart deals increased 7x, and Target’s by 2.5x. 

Social sentiment for “Prime Day” reached a peak of 37K+ conversations per hour in the past week. Predictably, there were lots of discussions around deals and discounts, but many mentioning the strike. 

The power of SEO. When checking out the Google search trends surrounding Prime Day, we noticed “Target Tech Deals” surfacingPerhaps this search term started with consumers seeking deals on electronics, but adjacent terms like “target tech deals scam” and “is target tech deals .com legit” (no kidding) showed us that something fishy was going on.

We discovered that there is a www.targettechdeals.com site that is completely unrelated to the mega-retailer. They are running “deals” on their products, which include phone cases and headphones.

So, is it a scam? Not exactly, but it’s totally irrelevant to Prime Day. But props to them on the SEO — no doubt their traffic went through the roof!

Around Dentsu

It takes a lot of hard work and specialized knowledge to have a successful Prime Day. Fortunately, the Dentsu group has both. All of our clients came prepared for the big day(s) and knocked their sales goals out of the park.

In fact, Sellwin and Merkle’s client Instant Pot was the #2 best-selling (non-Amazon) product in the United States.

Congrats to all involved!