Was Amazon Prime Day Successful? - eMarketer

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Was Amazon Prime Day Successful?

Prime memberships are increasing

July 19, 2016

Consumers were pretty satisfied with Amazon Prime Day, July 2016 research from Internet Retailer found. More than half of US digital buyers who made a purchase that day said their shopping experience was excellent, and more than a third described it as good.

Purchase Experience on Amazon Prime Day According to US Digital Buyers, July 2016 (% of respondents)

Furthermore, 8.3% of respondents said the purchase experience on Amazon Prime Day was fair—and none said it was poor. However, not everyone bought products that day. The same survey revealed that 58.1% of digital buyers did not visit Amazon’s website, or go on its mobile app during Prime Day. But of the 41.9% who did, nearly half made a purchase.

According to Chain Store Age, this year’s Amazon Prime Day sales surpassed last year’s by more than 60% worldwide and over 50% in the US.

US Digital Buyers Who Visited* Amazon vs. Made a Purchase on Amazon Prime Day, July 2016 (% of respondents)

And research from Hitwise, a division of Connexity, indicated that Amazon Prime Day 2016 was one of the top five shopping days for the company. The data found that Amazon saw an estimated 81.6 million visits on Prime Day 2016. To compare, it saw 86.3 million visits on Prime Day 2015, 87.1 million visits on Black Friday 2015 and 95.3 million visits on Cyber Monday 2015.

Top 5 Shopping Days for Amazon.com, Ranked by Number of Visits, July 2015-July 2016 (millions)

Fung Global Retail & Technology also analyzed how well, or poorly, Amazon Prime Day did. The company found mixed responses, likely because some deals were offered ahead of the big day, and some consumers found difficulty in checking out.

That said, more consumers were eligible to enjoy Prime Day deals than before, thanks to continuing growth in membership. Research fromUBS estimated that Prime membership would hit 67.7 million this year, an uptick compared to last year’s 50.8 million.

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