In Insight, Retail, Trend

Ah, yes, the results from Prime Day 2017 continue to stoke the flames of intrigue around Amazon. This is the third year the retail giant released thousands of items at a fraction of their usual price, creating a Black Friday-like shopping frenzy. What Amazon does creates a commerce-wide phenomenon, so Prime Day is morphing into one more day retailers and brands need to add to their marketing calendar.

  • July 11, 2017 marked Amazon’s third Prime Day. The first Prime Day was held July 15, 2015.
  • It was Amazon’s “biggest day ever,” generating $1 billion in revenue. Sales surpassed Amazon’s 2016 Black Friday, Cyber Monday, and Prime Day results. Prime Day 2016 previously held the record for Amazon’s biggest sales day.
  • Prime Day 2017 was 30 hours this year vs 24 hours in 2016. Prime Day 2016 also had fewer countries involved. (Keep this in mind as you review 2017 results below.)
  • Prime Day sales grew by more than 60% from the same 30-hour window in 2016.
  • Orders were up 50% over 2016.
  • A record number of Prime members shopped from across 13 countries.
  • More new members joined Prime on July 11, 2017, than on any single day in the company’s history. (Note: to take advantage of discounts one had to be a Prime member.)
  • Prime members’ most popular purchase in 2017 was the Echo Dot mini speaker.
  • Amazon-branded devices in the US and around the world enjoyed their biggest sales event ever.
  • Outside of Amazon-branded products, the 2017 top sellers were:
    • US: Instant Pot pressure cooker
    • UK: Sony PlayStation 4s
    • Japan: Happy Belly bottled water
    • Germany and Austria: Soda Stream
  • 3.5 million toys were purchased worldwide
  • The most popular themes on Prime Day 2017
    • Home chefs
    • Techies
    • For the home
  • Beauty as a whole was also a top category, sales for the following top categories:
    • 66,000 make-up products
    • 62,000 skin care products
    • 36,000 hair care products
    • 25,000 pieces of nail care products

See CNBC for full coverage.

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