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Amazon’s Prime Day ‘halo effect’ brings a 156% uplift to mobile app market

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Amazon’s Prime Day ’halo effect’ saw a 156% uplift in non-Amazon retailers’ mobile app purchasing and installs, says a new study.

On Sunday, mobile purchasing and download rates experienced a hike of 115%, compared to 13% last year, reports an analysis by Liftoff.

The study analysed more than 4.1b mobile ad impressions, 867,520 app installs and 48,817 purchases within non-Amazon mobile shopping apps. Liftoff scrutinised the ’Prime Week’ starting from Saturday before Prime Day and until the following Friday by comparing it to the previous five-week period to establish the benchmark for shopping app installs and purchase rates.

On Monday, the mobile app buying and install levels stood at 74% and Tuesday it was 156%, up by 37% and 168% respectively from the same time last year. Post-Prime Day saw the mobile install-and-purchase level of hike drop to 44%. The following two days the figure fell to negative 18% and 23%.

Prime Week saw non-Amazon retailers experience a 46% increase in their mobile app purchasing and installing rates in comparison to the previous five-week trading period. This figure is down by 6 percentage points when compared to last year.

The figures suggest that Amazon’s Prime Day triggers a ’shopping impulse’ in consumers as mobile app purchase and install rates showed an increase prior to and throughout the Prime Day, following a considerable drop in figures after the peak sale ended. Retailers must capitalise on ’loyalty-heavy’ events that engage clientele’s attention the way Amazon is exemplifying that.

Amazon’s third-quarter mobile growth predictions

Amazon is predicted to see its mobile advertisement grow 122% to deliver $1.08b (£820k) in its third-quarter results, says a new analysis.

The retailer, classified as Elite in IRUK Top500 research, is forecasted to gain a 0.6% share of the worldwide mobile ad market. That’s up from 0.3% from last year, according to new data from eMarketer Retail.

When it comes to Amazon Echo, the retailer’s Prime Day 2018 bestseller will see 40.7m US consumer adoption by the third-quarter, up by 31% compared to last year.

Amazon is already experiencing a 66% usage of voice-assisted devices in the US compared to 29% for Google Home. [By usage do you mean market share? If so would call it that]

Brian Olsavsky, Amazon’s chief financial officer, comments on the retailer’s advertising success: “It’s now a multibillion-dollar business for us. We’re seeing a strong adoption across a number of fronts.”

“Amazon’s priorities for the ad business, include building better tools for advertisers to buy ads and better measurement to prove the ads work. We’re uniquely positioned to show them the direct benefit of their advertising.”

Image credit: Fotolia
Graph: courtesy of Liftof

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