Marketing October 19, 2020
Prime Day 2020: Crowning the Winners of Amazon’s Biggest Shopping Event in History
- Prime Day purchases increased 51%, year-over-year (YoY)
- Amazon’s largest categories, Home & Kitchen and Electronics, grew purchases by 62% and 27%, respectively
- Handmade and Arts & Crafts were the categories with the highest growth rates
- Half of the 50 best-selling products are Amazon-owned private label brands
- Solimo, Amazon’s Health & Household brand, grew 137%, YoY
Amazon Prime Day has become an annual summer event that helps boost online shopping at an otherwise slow time of year. The two-day , which marks its five-year anniversary, has lifted not only Amazon, but created a “halo effect” on other retailers, which hold parallel events (e.g. and ). As a result of COVID-19, Amazon was forced to push Prime Day 2020 from July to October, a decision that led many to wonder if the event would carry the same impact. The mammoth retail event’s proximity to the start of the traditional holiday season, a precarious economic position for many shoppers, and “discount fatigue,” creates new challenges for the retail giant.
SimilarWeb is evaluating Prime Day from three angles:
- Overview of amazon.com’s performance
- Impact on the broader retail sector
- Deep dive into the top Amazon categories
Overall, Prime Day 2020 outperformed 2019, with product views and unique purchases up 5% and 51%, respectively. In addition, the second day of 2020 performed slightly better than 2019, with only a 24% drop-off rate from day 1 in product views (compared to 26% in 2019), as consumers gravitated to lower-priced categories.
A major difference between 2019 and 2020 was the purchase activity in the days leading up to the event. In 2019, the top five categories averaged a 3x increase in the number of purchases from the days prior, while in 2020 that number was only 2.4x; however, absolute volume differences were offset by the growth in consumers’ regular shopping habits on Amazon.
Prime Day mirrors regular behavior from Amazon shoppers with the top five categories by purchase volume unchanged (Home & Kitchen, Electronics, Health & Household, Clothing, Shoes & Jewelry, Beauty & Cosmetics). However, the highest growth categories reflect the realities of 2020, with Handmade (175%), Arts & Crafts (116%), Toys & Games (95%) and Tools & Home Improvement (75%) leading the way, as consumers seek activities to do around the house. The growth of the Handmade and Arts & Crafts categories highlight areas where Amazon is promoting ; however, in regards to overall volume, they are still undersized categories.
Prime Day 2020: Top 10 Best-Selling Products On Amazon
|Echo Dot (3rd Gen) – Smart speaker with Alexa – Charcoal||B07FZ8S74R||Amazon|
|Amazon.com: Amazon eGift Card – Amazon Logo: Gift Cards||B07PCMWTSG||Amazon|
|Fire TV Stick 4K streaming device with Alexa built in, Dolby Vision, includes Alexa Voice Remote, latest release||B079QHML21||Amazon|
|Amazon Smart Plug, works with Alexa – A Certified for Humans Device||B01MZEEFNX||Amazon|
|Echo Show 5 — Smart display with Alexa – stay connected with video calling – Charcoal||B07HZLHPKP||Amazon|
|Apple AirPods with Charging Case (Wired)||B07PXGQC1Q||Apple|
|Echo Show 8 — HD smart display with Alexa – stay connected with video calling – Charcoal||B07PF1Y28C||Amazon|
|LifeStraw Personal Water Filter for Hiking, Camping, Travel, and Emergency Preparedness||B006QF3TW4||LifeStraw|
|Echo Flex – Plug-in mini smart speaker with Alexa||B07MLY3JKV||Amazon|
|Blink Mini – Compact indoor plug-in smart security camera, 1080 HD video, motion detection, night vision, Works with Alexa – 1 camera||B07X6C9RMF||Blink Home Security|
Amazon continues to leverage Prime Day to promote its own brands and products. In fact, half of the top 50 purchased products (vs. 21 in 2019) were Amazon-branded, with only Apple and Instant Pot featuring more than one ASIN (2 each). Amazon Devices are particularly popular, representing seven of the top ten products (vs. six in 2019), led by the third-generation Echo Dot.
Consistency is another key theme, as half of the top twenty products purchased in 2020 have the identical Amazon Standard Identification Number (ASIN) to a top purchased product in 2019. That number is expanded to sixteen of twenty when you include product variations (e.g. color), highlighting Amazon’s ability to continuously sell products with the perception of a price drop.
Within Amazon’s largest categories the retailer continues to feature its first-party brands. Four of the five largest brands showed YoY purchase growth, led by Solimo (137%) and Amazon Essentials (107%). The strong growth of the retailer’s low-cost line of everyday clothing products and accessories on Prime Day is representative of Q3 performance, when purchases expanded 20% YoY, most regularly competing with popular clothing brands like Hanes, Fruit of the Loom, and Gildan.
Basic Care, Amazon’s over-the-counter (OTC) medicine line, grew by 45% compared to Prime Day 2019, significantly less than Solimo; however, mirrors the behavior of last year’s event when Amazon began to promote the brand within the Health & Household category.
Keep Abreast of New Trends
Prime Day goes well beyond Amazon’s own performance, with global brands, resellers, and competitors all seeking to leverage the prime opportunity for more sales. Whether you’re a brand or a retailer, you can use this two-day shopping event to learn from and effectively prepare your online store for the upcoming holiday season.
Make sure to check out the rest of SimilarWeb’s Prime Day coverage throughout the week, where we take a closer look at the impact of Amazon’s biggest shopping event on other retailers and dive deeper into its best-performing categories.