The Amazon Prime Day Effect
Amazon's yearly online shopping event, Prime Day 2019, beat all previous company records to become Amazon's largest online shopping event ever. The now two day shopping event reserved for its Prime members, who number around 100 million, resulted in over 175 million products being purchased. For Amazon, that makes this years Prime Day sales larger than last year's Black Friday and Cyber Monday sales combined. Amazon's Prime Day success has not gone unnoticed among competitors with over 300 unique competitors running Prime-Day related offers (up from 27 in 2016), according to RetailMeNot.
The reality is that many retailers have been successfully able to piggyback off of the annual event to boost their own sales, with close to 38% even using the word Prime in their messages to consumers. According to Adobe Analytics, large retailers saw a huge increase, 64%, in their e-commerce sales on Prime Day when compared to an average Monday. The increased revenue, was lead by an increasing in traffic from visitors, accounting for close to 66% of the lift. This was followed by an increase in conversions, which accounted for 27%, and an increase in consumers' basket sizes, 7%.
Adobe Analytics predicted that US e-commerce sales would be pushed to over $2 billion when Prime Day is all said and done, making it the third time outside of the holiday season (after Labor Day 2018 and Memorial Day 2019) when sales have reached that milestone.
Amazon Prime members pay an annual subscription fee of $119 per year for a number of benefits, and bring in almost $12 billion in revenue to Amazon from their annual fees alone.
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