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What effect did Amazon Prime Day have on UK retail traffic?

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Amazon saw online visits increase by more than a third over the course of Prime Day, according to new analysis.

SimilarWeb measured mobile and desktop visits to the top 25 retail sites on July 12 and found that visits to Amazon.co.uk reached 14.3m over the course of the 24-hour event. That was up by 36% compared to the first Prime Day last year when it saw 10.5m visits. Traffic was up by 19.5% compared to the previous day, July 11 2016, and by 45% compared to the three previous Tuesdays.

But the retailer was not the only one to benefit. Across the top 25, visits were up by 22%. Retailers such as Carphone Warehouse and Currys were also among the big winners.

Collectively, the the top 25 retailers saw 35.4m visits, ahead of the 29.1 million visits to the same sites last year.

Although Amazon was the individual retailer that saw the most traffic, other online electronics sites saw bigger and more dramatic spikes in visitor numbers. The SimilarWeb analysis suggests that Carphone Warehouse had 242,173 mobile and desktop visits during the day. That's 47.4% up on the previous day, and 51.1% up on the previous three Tuesdays.

Currys (607,060) saw traffic up by 38% over the day, and by 51% increase over the average three previous Tuesdays. PC World (176,214) saw a 20% one day increase and 46% compared to the previous three Tuesdays.

SimilarWeb says its data suggests that Amazon Prime Day is gaining ground on Cyber Monday as a leading day for online retail. Amazon Prime Day 2016 saw only 2.3m fewer visits than Cyber Monday 2015.

To put the figures in context, last Black Friday saw 52.9m combined UK mobile and desktop visits among the top 25, followed by Boxing Day (52.3m) Thanksgiving (40.9m), Christmas Day (40m) and Cyber Monday (37.7m). SimilarWeb says these days are the UK's mega shopping days, which it considers in further detail here.

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