With the Amazon Prime Day extravaganza officially more than halfway complete, the Black Friday in July event is off to an incredibly hot start, according to the ecommerce giant. Amazon, which sits at the top of Dealerscope’s Top 101 CE Retailers list, is now in its fifth year with Prime Day—an event intended to celebrate the birthday of the company, and with each passing year the event seems to get a little bit longer while consumers spend a heck of a lot more.
During day one of this year’s 48-hour event, Amazon saw millions of products fly off of its digital shelves. In fact, the company said that its worldwide sellers, which are predominantly small and medium-sized businesses, experienced their biggest 24-hour sales day in company history.
Additionally, Amazon has seen millions of its own Alexa-enabled products—including Fire TV Stick and Echo Dot—get bought up by Prime members. And, with this being an event that’s exclusive to Amazon Prime members, the ecommerce brand is likely to see the number of subscribers to its loyalty program skyrocket, at least for this month. A number that’s already north of 100 million paid members around the world, Amazon allows customers to participate even if they’re just signing up for a 30-day free trial.
Though it was already a foregone conclusion with the extra 12 hours slapped onto the end of Prime Day 2019, this year is very much on track to be the most successful Prime Day in Amazon’s history. Combined with the additional shopping time, there’ve been no reports—at least that we’ve come across—of Amazon’s servers going down. The outage last year still didn’t stop the company from achieving over $4 billion in sales, so with a smooth 48-hour event wrapping up Tuesday evening, it wouldn’t be a shock to see that figure nearly double.
Prime Day Ripple Effect
Data from Bazaarvoice showed how the growing success of Prime Day is also resulting in a boost in sales for retailers who’ve learned to take advantage of the excitement around the event. According to a survey the firm conducted, roughly 60 percent of Americans said they plan to spend at least $100 on Amazon Prime Day and related sales this week. Further, nearly 20 percent said they anticipate spending more than $300. Outside of Amazon, respondents said they planned to shop at Walmart (44 percent), Target (40 percent), Best Buy (24 percent), and Macy’s (18 percent). And their reasons for looking beyond Amazon include that they found better sales (32 percent) and because those retailers have physical stores nearby (31 percent).
“Our research reinforces that Prime Day benefits more than just Amazon,” Joe Rohrlich, Chief Revenue Officer at Bazaarvoice, said in a statement. “As a result of competing ‘Black Friday in July’ sales from other major retail players, consumers are researching and buying products across multiple online retailers around Prime Day. Mid-July is now one of the busiest times of the shopping season and serves as a precursor to holiday shopping.”
To Rohrlich’s latter point, nearly half of the respondents in Bazaarvoice’s survey (48 percent) said they plan to take advantage of these July sales to get a head start on their holiday shopping. As for the most shopped categories, consumers planned to buy apparel (51 percent), home goods and appliances (48 percent), and consumer electronics (44 percent).