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What were the effects of Amazon Prime Day 2022?

The 12th and 13th of July this year saw the enormous eCommerce event: Amazon Prime Day!

Prime Day has been coined as “Early Black Friday” for very good reasons.

2021’s event saw over $11 billion in sales with an average spend of $47.14, of this figure $3.5 billion was attributed to small to medium-sized businesses.

This year, we’ve seen some interesting trends;

– Total sales have been affected before Prime Day. Consumers tend to wait to see if their desired product is going to be promoted over the two-day event, causing a slow down in sales.

– Inevitably there has been a large spike in sales but alongside this is a large spike in cost per click. Cost per click is increasing by up to 30% in most industries as businesses look to generate additional revenue.

– Day two of Prime Day is home to many more sales than day one. Again consumers are waiting for their promotions. As promotions are staggered over the two-day event, Tuesday’s sales have been slower than Wednesday. Consumers still don’t want to miss out on the savings, hence the increase in sales on the second day.

– Post-Prime Day is expected to be another slower period but you can still capitalise on the traffic. With many consumers spending a large chunk of cash on products over Prime Day, most will not be returning to Amazon again until the next payday.

If this is the end of the month, there is an expected slowdown in the coming weeks.

Despite this, if a product hasn’t been promoted over the event period and a consumer is still looking to purchase, target them with remarketing and secure that sale!

In summary, Prime Day has been brilliant for driving a lot of additional sales for businesses with promotions but it does come at a cost.

This year’s Prime Day was 8.5% larger than 2021 which equated to $11.9bn, which makes it a key event to get involved in, in 2023.

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