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Amazon Prime Day - statistics & facts

Amazon Prime Day is an annual online shopping event exclusively for Amazon Prime members. Initially launched in 2015 to celebrate the company’s 20th anniversary, Prime Day has now ballooned into a 48-hour online shopping bonanza with a wide range of deals, discounts, and record-breaking global sales figures. In 2020, Prime Day sales reached an estimated 10.4 billion U.S. dollars worldwide, making it the most successful shopping occasion in Amazon history. Compared to 2019, consumer spending during the two-day event rose by 45 percent, an outcome visibly impacted by the complex changes in shopping behavior due to the coronavirus (COVID-19) pandemic.

What do shoppers buy on Amazon Prime Day?

In 2019, the number of items purchased during Amazon Prime Day stood at an impressive 175 million. That year, millions of Prime members from 18 different countries browsed Amazon’s extensive digital catalog for deals and bargains. Account-holders from the United States were particularly interested in electronics, which remained the leading product category among U.S. Prime Day shoppers in 2020. As Amazon primarily promotes its own branded items, digital devices such as the Kindle e-reader or Amazon Echo smart speaker frequently rank among the best-selling products on the platform. With that said, Prime Day 2020 also marked a breakthrough year for third-party sellers, as Amazon funded promotions for small and medium-sized businesses in light of the coronavirus pandemic. Still, while marketplace sellers generated over 3.5 billion U.S. dollars during Prime Day 2020, their overall sales share failed to surpass 35 percent.

Impact of COVID-19 on Amazon Prime Day

The coronavirus (COVID-19) pandemic has caused significant disruptions in the global retail sector. As temporary business closures and stay-at-home orders have driven consumers to shop online in the wake of the crisis, demand for goods and services has skyrocketed across online marketplaces. For Amazon, the largest e-retailer in the United States, this unprecedented demand has led to temporary product unavailability for household and hygiene products, and it also prompted the delay of the Prime Day festivities in 2020. Usually held in July, the summer sales event was pushed to October 13, 2020. With 2021 introducing some level of normality in online shopping, Prime Day returned to its summer date again, and will take place between June 21-22. For this year's Prime Day event, about one-third of U.S. consumers were expecting to take part in the sales. Among the most popular products shoppers were looking to purchase were electronics for males and clothing items for female consumers. Prime Day was also viewed alongside other major shopping events by consumers. When asked about the other retail celebrations they expected to participate in during the remainder of 2021, the majority of Prime Day shoppers said they were likely to shop during Cyber Monday. Together with Prime Day, Black Friday/Cyber Monday are two of the leading shopping events that drive the highest sales increase for brands selling on Amazon.

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