Market research/data company Numerator is out with early analysis of Amazon Prime Day sales and traffic, saying that "nearly 1 in 5 shoppers (19%) say they bought Groceries from Amazon on Prime Day, a significant percentage on a day historically known for Consumer Electronics sales."
Consumer Electronics, in fact, "was the fourth most purchased category (25% of Prime Day shoppers), down from its number one position during last year's Prime Day (32% of Prime Day 2020 shoppers) … Top categories that Prime Day buyers reported purchasing are Household Essentials (29% of respondents), Home & Garden (27%), and Apparel & Shoes (25%)."
Meanwhile, CNBC reports that "the first day of Amazon’s 48-hour Prime Day event is expected to have driven the most online sales over a 24-hour period so far this year.
"Sales during the first 24 hours of Amazon’s megasale, which kicked off at 3 a.m. ET on Monday, are set to surpass $5.6 billion, representing 8.7% growth year over year, according to an index tracked by Adobe Analytics."
Indeed, the story notes that this was a rising tide that affected all boats - or at least all yachts: "Adobe said that retailers that bring in more than $1 billion in revenue each year reported a 28% increase in e-commerce sales on Monday compared with the same day a year earlier, while smaller retailers doing less than $10 million in annual revenue saw a 22% lift."
Other conclusions from Numerator:
• "More than half (54%) only considered Amazon for their purchase. A quarter (25%) considered Walmart/Walmart.com, 20% considered Target/Target.com, 9% considered Club retailers, and 7% considered Best Buy/Best Buy.com, Grocery retailers, or Department stores."
• "Three-quarters (78%) of Prime Day buyers didn't compare Amazon prices with any other website or store, and nearly 3 in 5 Prime Day shoppers (59%) only made purchases from Amazon on Prime Day."
• "The average Prime Day 2021 spend per order is $47.14 (down from $54.64 on Prime Day 2020 and $58.91 on Prime Day 2019). So far, 44% of orders were placed for $20 or less, and nearly a quarter (24%) were for more than $100."
• "Nearly half (45%) of households shopping Prime Day have already placed 2+ orders, and 6% placed 5+ orders within the first 32 hours of Prime Day."
• "The average household spend is approximately $92, with 1 in 10 households (11%) spending more than $200."
• "The top five items sold on Prime Day so far are all Amazon branded: Amazon Photos Project, Amazon Gift Card Reload, Amazon Fire TV Stick, Echo Dot 4th Generation, and Amazon Fire Tablet."
• "The typical observed Prime Day shopper is a high income, suburban female, age 35-44."
• "More than 9 in 10 Prime Day shoppers (98%) said they were Amazon Prime members. The majority (83%) had joined Prime pre-COVID (before March 1, 2020), and 10% said they joined Prime after the start of the pandemic. 2% of these new pandemic Prime members joined yesterday during Prime Day 2021, down slightly from the 3% who joined on Prime Day 2020, and 8% who joined during Prime Day 2019."
• "Half of Prime Day shoppers (50%) said they bought items included in Prime Day deals, and nearly a quarter (24%) said they bought the same items they usually buy on Amazon."
- KC's View:
It has been extraordinary how many Prime Day promotions I've gotten in my email over the past few days … almost none of them from Amazon, but rather from other retailers looking to get in on the action.
Amazon is the most dangerous kind of alternative format, changing not just shoppers' behavior but how they fundamentally think about shopping. It is like we're all some version of Pavlov's dog … the bell rings, and we shop.