Since its inception in July 2015, brands have been working hard to maximize one of the biggest sales events of the year: Amazon Prime Day! While this still held true this year, performance across Amazon compared to 2020 was soft with total sales up just 7.6% ($11.19B) compared to the 48-hour event in October 2020 ($10.39B).
Interestingly, growth this year was tilted more towards 3rd-party marketplace sellers, which saw sales grow 12%, compared to the 5.3% for 1st-party Amazon-owned products.
While brands/sellers like to look at the immediate results to understand performance, what is likely even more important is the long-term impact of the event.
In other words, how did Prime Day set you up for success in the long run?
Over a month since the end of the main event, we look at the data to see not just how our brand partners with active Prime campaigns performed during the event, but how they performed in July, the month following the event (see “sustainability view” below).
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