Retailers should be marking Amazon Prime Day in their calendars next to Black Friday and Cyber Monday with global retailers seeing year-on-year revenue growth by 64% across the two days of Prime Day from 2016 to 2017.
According to global affiliate network CJ Affiliate, retailers saw year-on-year growth of 38% in sales, compared with the average global year-on-year growth for a day in July of 22% and 15% for sales.
In addition, other retailer goods experienced unexpected areas of growth during Amazon Prime Day, with sales growth for goods in the home & garden category increasing year-on-year by an average of 197% and average revenue growth purchases rising by 263%.
Meanwhile, pet ware is likely to reap the benefits this Amazon Prime Day (July 18) with the category receiving the largest year-on-year increase in revenue (176%) and sales (200%).
“Throughout July, many brands will hold their summer sales, but these figures show that it’s on Prime Day that they’re seeing the biggest returns, and if 2018 follows the growth of 2016 and 2017, this is only set to increase,” said Jules Bazley, regional VP at CJ Affiliate.
US vs Europe
For advertisers looking to cash in on the wider impact of Prime Day on consumers, they will need to be aware of regional differences, with the research revealing discrepancies between customer behaviour in the US and Europe.
In both the US and Europe, the first day of deals saw the greatest number of consumers clicking on ads, witnessing an increase in ad clicks of 14% and 17% respectively.
Shoppers in Europe are quicker to jump on deals, while consumers in the US like to mull over their purchases, buying fewer but higher priced items.
In Europe, the greatest increase in revenue and sales were on the first day of Prime Day, with year-on-year revenue growth by 42% and year-on-year sales by 58% respectively.
For US shoppers in the US, sales were higher on the second day, increasing by 44% and achieving revenue growth of 77%.
“The clear diversity of retail sectors having their revenue and sales influenced by Prime Day is clear proof of how all retailers and marketers can seek to benefit from this mid-summer peak,” added Bazley; “Knowing the specific products and which day to target certain consumers means that marketers and retailers can better target shoppers and tailor their efforts to maximise this opportunity.”
