What do UK shoppers buy on Amazon Prime Day?

The most recent Amazon Prime Day celebration took place over the course of 48 hours starting from July 15. While offers and discounts are not limited to Amazon’s own brands, Amazon products typically steal the show and emerge as clear winners of Prime Day sales. Similarly in the UK, consumers’ purchase behavior during 2019 Prime Day showed a clear preference towards Amazon devices and tech products such as FireTV and Alexa-enabled voice assistants. In total, Amazon brands sold in great quantities, surpassing other retail and product brands across Amazon’s UK platform.

Amazon Prime members in the UK

Amazon Prime Day deals are exclusive to Prime members. The online retail giant’s paid subscription service grants its members a variety of advantages, such as free shipping on Amazon orders and access to Amazon’s video and audio streaming platforms among other smaller perks. In the United Kingdom, recent years saw interest in Amazon Prime subscriptions grow. While there were just over one million Amazon Prime members in 2014, this number saw an increase to approximately 7.8 million subscribers in 2018. Having said that, as a video on demand service, revenues generated from Prime Video were still substantially behind Netflix, according to estimates.

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