Of course, Amazon is not the only stakeholder to profit from the event: thousands of online sellers who offer their products through the Amazon Marketplaces also try to maximize their sales during the occasion. However, during the 2018 event, marketplace sellers only accounted for 38 percent of global Amazon Prime Day sales, a strong decline from the 48 percent share in 2015.
This is particularly relevant in the computers and electronics segment, which was the most popular product category among Amazon Prime Day shoppers in the United States in 2018. Amazon sells its own range of digital devices, such as the Amazon Echo smart speaker which includes the Alexa digital assistant, as well as the Fire and Kindle. Prime Day presents a welcome opportunity to boost own product sales. Other popular product categories purchased by Prime Day shoppers are apparel & accessories, as well as books, music and video.
Prime Day 2019 will run for 48 hours from July 15 to 16, making it the longest iteration of the event yet. Events surrounding Amazon Prime Day include an exclusive live concert featuring major headliners. In 2019, Taylor Swift, Dua Lipa and SZA performed during the promotional event, and Ariana Grande was the lead performer in 2018. Other marketing tactics to create buzz include streams of celebrities competing live on various online games, as well advance sales and celebrity-endorsed products.