Amazon Prime Day 2019 Was a Roaring Success—for Everyone
Amazon has gone and done it yet again. With Prime Day 2019 coming to a close in the wee-early morning hours Wednesday here on the East Coast, the company wrapped up its fifth annual birthday extravaganza. According to a statement released by Amazon on Wednesday morning, the two-day event, exclusively for Amazon Prime Members around the world, saw the company’s sales surpass that of the most recent Black Friday and Cyber Monday shopping days combined.
According to data from Adobe Analytics, Prime Day 2019 smashed the ecommerce giant’s two-day sales totals, achieving roughly $5 billion in sales. Amazon reported that Prime members scooped up more than 175 million items throughout the event. As for specific electronics items that performed well on Amazon, the company reported that more than 100,000 laptops were purchased over the two days along with more than 200,000 TVs, and 300,000 headphones.
Of course, Alexa-enabled devices stole the show for the company. Prime Day was the most successful day for those devices on record. And further down the Amazon-branded devices list, Prime Day 2019 saw customers purchase two-times as many Ring and Blink devices as last year, two-times as many Fire TV Edition smart TVs as last year’s record-setting event, and more Fire tablets and Kindles than any day in the company’s history.
Smart home devices in particular moved well throughout Prime Day. Customers purchased “millions of smart home devices,” according to Amazon. Top-selling deals throughout the event included iRobot Roomba 690 Robot Vacuum, MyQ Smart Garage Door Opener Chamberlain MYQ-G0301, and Amazon Smart Plug.
Prime Day Tides Raise All Retailers
Diving deeper into Adobe’s data from Prime Day 2019, it became clear that the wider retail community finally showed some grit and ingenuity as brands looked to capitalize on the Amazon-created “Black Friday in July” event. According to Adobe, 72 percent of large retailers (annual revenue of $1 billion and up) saw their U.S. online sales increase during day two of the event; 64 percent saw an increase during day one. For smaller stores (annual revenue of less than $5 million), 25 percent saw a bump in single-day sales on day two, while 30 percent experienced a bump on day one. Further, Tuesday—day two of Prime Day—because the fourth day outside of the holiday season to surpass $2 billion in online sales.
Though not the only reason for the boost in performance, Adobe did point out that retailers were able to drive a lot of their success through email marketing campaigns. They found that brands that delivered “excellent email experiences” saw a 52 percent lift in revenue over the two days of Prime Day sales. On the flip side of that coin, brands who didn’t have their email marketing campaigns in tip-top shape only saw a 23 percent lift.
”Prime Day has become an indisputable summer shopping holiday, greatly benefiting online retailers that can attract consumers to their site through compelling email campaigns or offering value-add services like buy online, pick up in-store,” Jason Woosley, Vice President, Commerce Product and Platform at Adobe, said in a statement. “Due to its ‘halo effect,’ large retailers with major discounts online reaped the benefits of Prime Day, seeing 68 percent lift in revenue across the two days, while niche retailers also saw a significant increase in online sales at 28 percent. This suggests that people are comparison shopping more than ever and will open their wallets to those who offer the best deals, regardless of the size of the retailer.”
So, while Prime Day created a massive win for Amazon, it’s clear—through Adobe’s data—that customers are willing to “window shop” Amazon’s deals and look for better prices elsewhere. That’s not to say there are noticeable kinks in Amazon’s armor. Rather, it speaks to the fact that traditional retailers are finally starting to catch up in the ecommerce game.