Amazon Prime Day Results 2019: Blockbuster Numbers


Amazon’s Prime Day results 2019 edition continued to exceed expectations. Amazon announced that Prime Day 2019 was “once again the largest shopping event in Amazon history,” racking up more sales than it did during Black Friday and Cyber Monday 2018 combined.

Prime Day continues to rock the e-commerce numbers.

The company reports it sold more than 175 million items during Prime Day, which happened over a 48-hour period from July 15 – 16 of this year. While Amazon doesn’t reveal texact number of items sold, it did increase its reported baseline from “more than 100 million products” to “more than 175 million items,” so it appears that Amazon’s performance represents about a 75% increase over last year.

That’s not a totally fair comparison since the 2019 edition of the event ran for 48 hours while the 2018 iteration was just 36 hours. Competing e-tailers go into a frenzy to attract consumers during Prime Day, which always spells good news for Amazon.

Good news for Prime itself, too

Amazon added more Prime subscribers during Prime Day 2019 than ever before. On the first day of the event, Amazon signed up more Prime subscribers than on any previous day, and the second day brought in more than any prior day but the first day.

Prime subscribers are incredibly valuable to Amazon. They spend more than nonsubscribers, but the company has been concerned that subscriptions may be approaching saturation in the US market. To access Amazon’s Prime Day deals, consumers needed a Prime subscription, making it a good opportunity to boost its numbers.

It’s unclear how many of these new subscribers are in other countries where Prime is still gaining popularity, but this year’s Prime Day’s success should further grow Amazon’s share of e-commerce around the world.

A rising tide lifted all the boats.

Over the two-day event, both “large retailers” and “niche retailers” — defined as retailers with greater than $1 billion in annual revenue and less than $5 million, respectively — saw significant revenue lift, up 68% year-over-year (YoY) for the former and 28% YoY for the latter, according to Adobe Analytics.

Amazon also said sales of products from its marketplace sellers crossed $2 billion. Comparatively, last year Amazon said its marketplace sales “far exceeded” $1 billion. These charts tell the story.

However, Marketplace Sellers (as opposed to Amazon-branded and Vendor Central brands) are losing ground in their share of the total sales on Prime Day.

Amazon Vendor Sales vs Marketplace Sales, Prime Day 2019

But in all, everyone selling on Amazon is seeing big boosts in sales volume.

Prime Day Gross Sales are rising at a fast pace, year over year.

Increases in numbers of visits were estimated to have been responsible for 49% of these lifts, while better conversion rates made up 46% of the rise. Improved marketing, more attractive deals from retailers as they become more familiar with selling on Prime Day, and Prime Day’s growing visibility as well as popularity are likely driving a lot of these increases. As non-Amazon e-tailers get more practice at Prime Day selling strategies, these numbers will likely get even higher in future years.

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