E-COMMERCE

Prime Day 2022 recap: sales, categories and more

Since 2017, I have been writing Amazon Prime Day Analysis – 2021 year, 2020 year, 2019 year, 2018 yearand 2017 year. While last year’s premiere day took place in June, in 2022 the company returned to its traditional July event.

Like last year, Prime Day 2022 lasted 48 hours on the 12th and 13th. This year, Amazon partnered with Affirm to make BPNL (Buy Now, Pay Later) available to shoppers who purchased at least $50 worth of eligible items between June 28th and July 13th.

This year, Amazon offered Prime Day in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, the UK, the US and, for the first time, Poland and Sweden.

In a press release, Amazon revealed that Prime members purchased more than 300 million items worldwide, up from the 250 million items sold in the 2021 event. Amazon did not disclose total Prime Day sales, although it said the top-selling categories in the US were consumer electronics, home goods and Amazon-branded devices. Consumers also focused on grocery items as inflation continues to hurt households.

Statistics

Data from the Adobe Digital Economy Index shows that total spending by all retailers (not just Amazon) in the U.S. rose to $11.9 billion — $6.0 billion on the first day and $5.9 billion on the second day. This represents an increase of 8.5% from last year’s $11.0 billion. These two days generated the most online sales in the US in 2022. According to Adobe, discounts on toys (15%) and apparel (12%) were the highest across all categories. Email, up 197%, and display advertising, up 201%, were the marketing channels that garnered the biggest revenue gains during the first day.

Research firm Numerator reported that the average Amazon order size in the US in 2022 was $52.26, up from $44.75 in 2021. Nearly two-thirds (62%) of US households shopping on Prime Day made more than two separate orders, bringing the average household spend to approximately $144.56.

The top five top-selling products in the U.S. according to Numerator include Amazon-branded products: Fire TV Sticks, Echo Dot (4th gen), Blink cameras and doorbells, Amazon gift card reloads and Ring Video doorbells. This year, consumers focused on less expensive items; 58% sold for less than $20, while only 5% sold for more than $100. Among the most popular consumer categories are consumer goods (29%), health and beauty (28%) and electronics (27%).

Ninety-six percent of U.S. shoppers surveyed by Numerator were Prime members, and 2% joined during the event. According to Coresight Research, 54.9% of US adults have a Prime membership, and another 25.7% have access to a membership through another family member.

Forty-one percent of respondents to the Numerator survey said Prime Day discounts were their main reason for shopping. Forty-four percent said they would not consider other merchants for their purchases.

Prime Day Competitors

Prime Day’s competitors have traditionally been multi-channel retailers like Walmart, Target and Best Buy. Target started its three-day “Deal Days” sale a day before Amazon. Target’s discounts were only available online, but consumers could choose in-store pickup for many items. According to “The Prime Day Effect” report by consulting firm Alvarez & Marsal, fashion items at Target were up to 50% off.

Walmart did not compete directly with Prime Day this year. Instead, the big discounts started a few weeks earlier. Some school supplies were 75% off. Discounts on TVs amounted to 35%.

Best Buy’s Black Friday in July sale runs from Monday, July 11 through Wednesday, July 13, with up to $300 off select laptops. TVs are sold starting at $79.99. Best Buy is known to match Amazon Prime Day prices on phones, tablets, computers and TVs, according to Alvarez & Marsal.

https://www.practicalecommerce.com/prime-day-2022-recap-sales-categories-more Prime Day 2022 recap: sales, categories and more

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