Amazon Prime Day Dominates Summer Sales Events

Amazon Prime Day Analysis: Key Insights 

• Prime Day Participation: Nearly 20% of Amazon shoppers from the past 12 months took part in Prime Day, while participation was lower at other retailers, with 12% at Target, 5% at TikTok Shop, and only 2% at both Walmart online and Wayfair.

• Sales Surge vs. Spend: Amazon saw a 46% sales surge during Prime Day, leading summer events, but Wayfair surpassed others in average customer spend, reaching US$281.

Amazon Prime Day returned this summer, taking place from July 16 to 17 across 22 countries, with Amazon offering extensive discounts to Prime members. The event exemplified Amazon’s stronghold on eCommerce, where fast delivery, vast product choices, and major sales events set the standard, leaving other retailers trying to keep up. 

But how does it compare to other summer sales events held by retail giants? A recent report sheds light on the subject.

One Fifth of Amazon Shoppers Shopped in Prime Days 

According to a report by Earnest Analytics, 84% of shoppers who participated in the recent round of summer sales events made their purchases exclusively on Amazon. Only 16% of shoppers bought items from Amazon and another retailer's promotional event.

The data highlights Amazon’s strong customer retention:

• Nearly one in five Amazon shoppers who purchased from the retailer in the past 12 months also participated in the Prime Day sale.

• By comparison, other retailers struggled to match Amazon's pull: Only 12% of recent shoppers made purchases during Target's sales event.

• This share was 5% at TikTok Shop, and a mere 2% at both Walmart online and Wayfair. 

Summer Sales Event Boost 

Amazon's sales during Prime Day week surged by 46% compared to four weeks prior, leading the pack of summer sales events. Wayfair followed with a 42% increase during its Black Friday in July event, while TikTok Shop saw a 32% rise, and Target Circle Week experienced a 30% boost. Walmart, however, saw only a 3% increase during its Walmart's Deals sale, reflecting a relatively modest impact.

While Amazon led in participation, Wayfair took the top spot in average spend per customer, with US$281, compared to US$101 at Walmart online, US$89 at Amazon, US$76 at Target, and US$53 at TikTok Shop.

Sources: Retail Dive, Earnest Analytics, ECDB