UK Amazon Prime Day 2019: purchase rate growth by category

Amazon Prime Day is a two-day shopping festival, inaugurated in 2015 to celebrate Amazon’s 20th birthday. Open exclusively to Prime members, shoppers are offered discounts on a variety of goods on the Amazon marketplace, and it’s not just limited to Amazon’s own-brand devices and products.

Amazon’s own brands on Prime Day

Yet it was Amazon’s own-brand devices that received the most boost from Prime Day sales in 2019, with a 47 percent increase in purchase rate from 2018 as displayed in the statistic. Ultimately, UK shoppers on this day bought hundreds of thousands of Amazon products. In a similar vein, many Amazon devices and services such as Audible, Kindle, and Echo got some of the highest amounts of clicks on the retailer’s UK platform.

Prime Day vs Black Friday

Prime Day is certainly becoming a big hit amongst online shoppers globally, but it is no match to the glory of Black Friday on Amazon. While typically Amazon’s own devices were again the top-sellers in the UK, Amazon processed over 11 million transactions on its UK platform during week associated with Black Friday and Cyber Monday in 2018.

Year-on-year percentage change in purchase rate of products on Amazon Prime Day in the United Kingdom (UK) from 2018 to 2019, by category

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Release date

July 2019


United Kingdom

Survey time period

July 16-17, 2018 to July 15-16, 2019

Supplementary notes

The source adds that data was taken from internal searches.

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Statistics on "Amazon in the United Kingdom (UK)"

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