Adobe Analytics – Day one of Prime Day sees other retailers winning too

shipments ready for dispatch

Based on Adobe Analytics data, the first day of Prime Day saw a substantial increase in online spending in the US, suggesting that Amazon is no longer the sole winner of the summer shopping holiday.

Large retailers ($1B+ annual revenue) saw a 64% increase in sales versus an average Monday, compared to last year’s 54%.

Additionally, this year even niche retailers (<$5M in annual revenue) saw a 30% increase in online sales.

As predicted, Prime Day is now the third time outside of the holiday season to surpass $2 billion in ecommerce spending, as it did on Labor Day 2018 and Memorial Day 2019.

READ MORE: Adobe Analytics predicts biggest Prime Day yet – not just for Amazon

Additional findings about the first day of Prime Day

  • Successful Email Campaigns Are Key: Brands that delivered excellent email experiences saw a 50% lift in revenue. In comparison, those that lacked a good email strategy saw only a 17% lift. Overall, email campaigns represented a 7.6% higher share of revenue.
  • All Retailers Are Seeing an Influx of Traffic:The first day of Prime Day saw an increase in visits to online retailers across the board which accounts for 66% of the lift in revenue. 27% of the lift can be attributed to an increase in conversion, and 7% due to the bigger baskets.
  • Retailers with Physical Locations Get an Edge: Buy-online/pickup-in-store (BOPIS) has become a go-to option for consumers, especially during key shopping periods. While consumers typically use BOPIS for less-expensive items, Prime Day brought BOPIS average order values up 12%, from $115 to $131.
  • Best Prime Day Discounts: The best discounts yesterday were on electronics (9%). Amongst electronics, smart devices saw the highest discounts (12% off smart watches, 10% off smart TVs, 9% off smart home items).

Adobe’s retail reports are based on an analysis of one trillion visits to over 4,500 retail sites and 55 million SKUs. Adobe Analytics measures transactions at 80 of the top 100 retailers on the web in the US.


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