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BizReport : Ecommerce archives : July 18, 2016

Experts agree Prime Day was success but how much?

While most agree that Amazon's second Prime Day last week was a success. Conversion rates increased, as did traffic, but some experts believe the last impact of Prime Day won't be see for some time. Here's a breakdown into what experts saw.

by Kristina Knight

"Digital content engagement around Amazon is increasing 44% comparing July 12 to July 11, 2016; with digital content engagement around Walmart increasing 23% in the same time period. 35% of all Walmart digital content engagement onJuly 12, 2016 is Amazon related. Walmart's rival sale on Prime Day is having some success; even if there's 7.8X more digital content engagement around Amazon than around Walmart on the day," write experts with Amobee.

But, not every corner of Amazon thrived on Prime Day. According to data from Yroo, the average basket size dropped about one-third, from $107 to under $74. Online carts surged back over the $100 mark the day after the sale. Other interesting findings from Yroo include search click throughs increased 66% and purchase rates increased 172%.

Meanwhile, HookLogic has compared the 2016 data with that from 2015, and found that while traffic and conversions were up significantly, the increases were not as high as in 2015. For example, traffic increased 13% on Prime Day 2016 vs. the typical day, in 2015, traffic surged 75%.

"Given other retailers still saw rises in sales, it appears Amazon brought more shopping traffic online, but didn't take away sales from other retailers. Rather they stimulated their own ecosystem and prime members. It remains to be seen if Prime Day generates a large net gain for Amazon or just pulled sales forward that may have happened anyway over the next few weeks or months," writes HookLogic.

Tags: amazon prime day, Amobee, ecommerce, ecommerce trends, HookLogic, Yroo

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