Prime's reputationWhile almost the whole UK adult population is aware of Amazon Prime, only eight in ten millennial consumers truly appreciate the Prime services, and even fewer Boomers do so. The fluctuating brand awareness did not offset the sales results, looking at Prime sales from 2023. That year, UK Prime sales showed significant growth compared to the previous year. Although the Prime discounts action lasts two days, the first 24 hours are the most decisive, with online sales worth 581 million British pounds.
An occasion for shoppers and brandsBefore the shopping occurrence, one in two UK shoppers were willing to make a purchase during Amazon Prime 2023. Nearly half of Prime buyers planned to spend the same amount they had spent in the previous edition, with only one in five likely to spend over 100 British pounds. During the latest sale event, toys and homeware had the highest sale growth, making a big leap in the ranking of top sellers on the UK marketplace.
Amazon Prime Day proved to be essential to brands’ marketing strategy on the marketplace. Online sales from sponsored adverts led to increasing sales over the years, encouraging brands to invest more and more in sponsored ads on the amazon.co.uk platform.