How We Conquered Amazon Prime Day 2024: Prime Day Results and Wins

Inflation and other factors couldn’t hold Amazon back from having its largest and most successful Amazon Prime Day yet. According to Adobe Analytics, consumers spent $7.2 billion on Tuesday, July 16 (an 11.7% YoY increase) and $7 billion on Wednesday, July 17 (an 11% YoY increase) during Amazon Prime Day. That’s $14.2 billion spent during Prime Day, which is not only an 11% YoY increase, but it’s a new Amazon record. And the best news is that Hinge Commerce beat that growth rate for our clients by 81%.

What Were the Amazon Prime Day Best-Selling Categories?

Amazon and countless brands selling on Amazon saw increases (both big and small) during Prime Day 2024 Prime. Amazon members shopped across more than 35 categories, but what categories saw the largest bumps? Take a look at these numbers, according to Adobe Analytics:

  • Tablets (up 117% compared to Prime Day 2023)
  • Televisions (up 111% compared to Prime Day 2023)
  • Headphones and Bluetooth speakers (up 105% compared to Prime Day 2023)
  • Computers (up 80% compared to Prime Day 2023)
  • Small Kitchen Appliances (up 76% compared to Prime Day 2023)
  • Smartphones (up 71% compared to Prime Day 2023)
  • Cameras (up 60% compared to Prime Day 2023)
  • Kitchenware and Cookware (up 25% compared to Prime Day 2023)
  • Outerwear (up 19% compared to Prime Day 2023)
  • Footwear (up 17% compared to Prime Day 2023)

Even with all of these outstanding category increases, back-to-school shopping reigned supreme. There was a 216% increase (when compared to Prime Day 2023) for backpacks, lunch boxes, stationery, and other school supplies, and a 165% increase for kids’ apparel. Prime Day was closer than ever to the start of the new school year, so it’s no surprise that shoppers are stocking up on supplies and clothes for school and sending kids off to college with new electronics.

How Did Hinge Commerce’s Amazon Clients Perform?

The success stories don’t stop there because our expert team at Hinge Commerce was able to realize a 20% increase in sales for our clients who participated in Prime Day when compared to their Prime Day Sales last year. This all amounted to an impressive conversion rate of 12.3%, +260bps compared to last year’s Prime Day.

Our Prime Day Highlights:

  • Hinge achieved a 20% YoY sales increase for our Prime Day participating clients vs. Amazon’s YoY sales increase of 11%
  • An 18% increase in total Ad Sales (compared to Prime Day 2023), with total impressions increasing by 5%
  • New clients (with us for less than 12 months) that participated in Prime Day saw a 204% YoY growth in sales vs. the prior Prime Day event
  • One client saw a 403% YoY increase in total ordered revenue. Not only did this result in their highest Prime Day ever but it resulted in their first and second-highest sales days on Amazon ever
  • Another client saw a 39% YoY increase in total ordered revenue. This was their first time participating in Prime Day and their hero product did 2.4X above it’s average weekly unit sales

So what do we make of all of this? When looking at the numbers, we can see that not only are many categories and brands doing better YoY during Amazon Prime Day, but that the clients we’re working with are increasing sales at a much higher rate than the average Amazon Prime Day numbers.

Where Do We Go From Here?

We’re seeing sales steadily increase every year during Amazon Prime Day, but it’s important to note a couple of important trends so that strategies align for next year and beyond.

  • According to Numerator, the average order size during Amazon’s Prime Day this year was $57.97. This is an increase from the last two years of Prime Day sales ($56.64 in 2023 and $53.14 in 2022). Over half of shoppers purchased something they’d been waiting to buy until it went on sale
  • According to Retail Dive, mobile accounted for 2% of online purchases, up 19% compared to last year. Customers are no longer only researching on their phones, they’re making purchases too

Because we’re seeing average order spending increase, this is a good opportunity to understand the importance of having multiple products in your catalog participate in Amazon Prime Day. If a consumer is picking up one of your products, they might be inclined to add something else of yours to their cart. On top of that, your Amazon product listings MUST be optimized for mobile shoppers. That means both copy and images are created and presented in a way that will make shopping on your phone easy for the consumer.

If you thought participating in Amazon Prime Day was only a suggestion, we’re here to tell you that if you’re looking for an increase in sales YoY, it’s a requirement.

 

 

 

 

 

 

 

 

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