What We Learned from Amazon Prime Day 2019

By Mike Frekey
TOPICSAmazon, Featured, Product Ads

In another step toward what we believe will inevitably be Prime Week, Amazon rolled out Prime Day as a full 48-hour event. This was a jump up from last year’s Prime Day that lasted 36 hours (minus five hours of downtime). And for good reason: Amazon continues to shatter records with the event as it out-earned both Black Friday and Cyber Monday 2018 combined.

We naturally expected these record sales to apply to our Amazon clients, too. So we analyzed their Prime Day sales performance to see what sort of revenue growth the event brought in for individual Amazon sellers. Here’s what we found.

Overview

A bar graph illustrating the total and ad sales impact of Prime Day 2019

Illustration of the sales impact of Prime Day, by day, versus daily average for the week

On average, EXCLUSIVE clients saw a 103% increase in daily revenue for Prime Days compared to the daily average for the week leading up to the holiday. This year, while we saw the majority of sales lift come in on Monday, we also noticed that Amazon sellers that didn’t run promotions receive a large boost in ad sales on Tuesday. We chalk this up to shoppers who spotted a deal on Tuesday after not finding one they were eagerly awaiting on Monday. Much like Cyber Weekend, Prime Day showed us the power of consumers who want to spend.

Comparing to organic sales on Amazon, promotions on Tuesday played an even larger role in increased revenue. Sellers who ran some form of promotions saw a 591% lift in organic sales versus a 323% lift for those who didn’t. In both cases, Prime had a significant impact – but you just can’t deny how important promotions are for maximizing your Amazon revenue growth.

Bar graph showing correlation between greater sales and the use of promotions

Correlation between sales impact and the use of promotions

Amazon Prime Day Takeaways

Prime Day is sure to continue its sales dominance in 2020. Since you want your business to be right up there with it, it’s crucial to prepare for the day with the following steps:

  • Enable your account for promotions to help maximize sales
  • For strategic products, apply for Lightning Deals to grow brand visibility and sales velocity
  • Roll out a product-specific Sponsored Products strategy that can enable custom bidding for sale items versus non-sale items

You’ll notice Amazon sales and strategy go hand-in-hand for this process, and every step counts when it comes to a 48-hour sales window (maybe more in Prime Day next year). For help with this strategy and all of your Amazon campaigns, we offer a free analysis of your online store by one of our e-commerce pros.

With a background in AdWords and Amazon advertising, Mike Frekey started the Marketplace department at EXCLUSIVE, focusing on advertising and content strategy.  His love for data and analysis has suited him well in his role as Director of Applied Data, where we works to develop data solutions for all marketing channels.