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Amazon’s Prime Day has ‘Black Friday’ halo effect on retailers

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This month’s Amazon’s Prime Day brought a beneficial ’Black Friday’ effect to all retailers attempting to compete for customers’ cash, finds new analysis.

According to Similarweb’s analysis of retailers’ traffic from June 21 to July 24, department store retailer saw a 56% uplift in traffic, attracting almost 1.5m customers in comparison to its 995,000 visitors on a 28-day average.

Similarly, saw 28% traffic growth, up from 3.7m to 4.7m visitants, with seeing a 27% traffic increase – experiencing a boost of 2.4m online browsers from its 1.9 average. and saw a growth of 21% and 4% in online browsers, up to 1.6m and 0.4m visitors, respectively.

The result indicate that Prime Day triggered a ’shopping-fever’ effect on consumers and retailers capitalised on this opportunity, creating their own ’Black Friday’ in summer, which gains momentum with the speed of the Amazon’s peak sale.

To take advantage of this phenomenon, Victoria’s Secret launched its semi-annual-sale on June 5, 2017 and saw its traffic peaking by 116% compared to the average day in the quarter. The same this year the retailer’s digital footfall showed an increase of 122%.

Toiletry retailer, also saw a traffic growth of 150% above the average day in three month period in early June 2017 and 2018.

Similarweb’s findings are echoed Prime Day analysis by Awin’s, which suggests that Amazon’s Prime Day producing a 14% spike in the week commencing June 16.

Amazon itself saw an 8% growth in transactions on Prime Day, resulting in a revenue hike for retailers of 20% week-on-week and a 30% in commission, which means that advertisers spend more per sale over Prime Day 2018 than they normally would.

Amazon’s Prime Day equivalent to the World Cup 

The study goes on to say that the well-advertised The World Cup (June 17-July 16) saw a 16.59% increase in sports equipment and sportswear sales in comparison to the last year, with England’s opening game on June 18 bringing on a 48.5% spike in aforementioned items.

But, over the course of England’s journey in the World Cup, the growth of sales dwindled – highlighting a waning effect in both the team and online sales.

In fact, England’s first match saw an 82.5% click-through rate of sports equipment, with figures falling to 28% and 14% during the second and quarter match, respectively.  

Craig Foster, data analyst at Awin says: “The increase in sports sales caused by the World Cup, particularly after England’s opening match, shows that the average consumer is still heavily influenced by current events. However, the statistics showing an increase in retailer sales on ‘Amazon Prime Day’ are rather telling. This shows us that consumers use retail events as an opportunity to shop around, resulting in a halo effect.”

Picture credit: Fotolia

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