Last month, Amazon held its fifth annual Prime Day event to honor its Prime members with steep discounts and deals across a range of products and categories. This year’s midsummer shopping event—extended to 48 hours and held on July 15 and 16—racked up record sales, further cementing Amazon’s ecommerce leadership position, while creating incremental opportunities for sellers and competing retailers.
In our latest report, “The Amazon Prime Day 2019 Halo Effect,” we look at post-event results and analyze how the shopping holiday fared.
Prime Day Sales
Various industry estimates put Prime Day spending on Amazon at $6 billion to $7 billion during the two-day event, along with strong growth rates compared with last year. Amazon noted that Prime Day surpassed its combined results from Black Friday and Cyber Monday 2018.
Market intelligence firm IgnitionOne pegged the total at $6.2 billion, outpacing its pre-event forecast of $6.1 billion. Meanwhile, Baird analyst Colin Sebastian estimated Prime Day sales at around $6 billion, with 25% higher spending per hour than the previous year.
Internet Retailer had the highest post-event Prime Day estimate of $7.16 billion in sales, up 71% from its 2018 estimate of $4.19 billion. Even when accounting for the additional 12 hours of the event (making it 33% longer than the previous year), sales per hour were 28% higher than in 2018.