Amazon Prime Day, the one-day global shopping event exclusively for Prime members, tends to garner a lot of attention from shoppers looking for a great mid-summer deal on everything from electronics to exploding kittens.
While the date for Amazon Prime Day 2017 hasn’t been set, Amazon’s acquisition of Whole Foods and a rollout of some new Prime-specific programs means Prime Day 2017 could be the biggest yet.
To benchmark membership and conversion rates, we went back over our analysis of Prime Day 2016 to gauge how successful it was, and where there could be areas of improvement. Here’s what we found:
Does Prime Day Drive Memberships?
Amazon was more successful at driving new Prime memberships the day before and the day of Prime Day 2015, as memberships increased by two times month-over-month from June to July 2015. For comparison, while Prime memberships increased from 2015 to 2016, Prime Day 2016 wasn’t as successful at driving new memberships as the previous year. Jumpshot’s data revealed that Prime memberships were actually down 40 percent in July 2016 compared to June 2016.
While Prime Day on its own may not be the most successful driver of new memberships, year-over-year memberships increased by 15 percent, indicating that Amazon is still able to pull in new members.
Biggest Retail Winners
Looking at the top 15 items sold during Amazon Prime Day 2016, 10 of the top items were all Amazon products, such as the Kindle and Amazon Fire Stick. The only non-Amazon branded items to break into the top 15 were there Instant CrockPot, Exploding Kittens, and generic memory cards used for cameras and phones.
|Top 10 Items Sold on Amazon Prime Day 2016|
|1||Amazon Fire Tablet, 7 Display, Wi-Fi, 8 GB|
|2||Amazon Fire TV Stick|
|3||Instant Pot IP: 7-in-1 Programmable Pressure Cooker|
|5||SanDisk Ultra 64GB microSDXC UHS-I Card with Adapter|
|6||Fire TV Stick with Voice Remote|
|7||Amazon Fire TV|
|8||Exploding Kittens: A Card Game About Kittens and Explosions and Sometimes Goats|
|10||Amazon.com Gift Card|
Competing Retailers Are No Match for Amazon
In 2016, Kohl’s and JCPenney ran competing summer sales in an attempt to undercut Amazon. While Amazon’s Prime Day and JCPenney’s Penney Palooza increased the respective conversion rates and overall traffic, Amazon was the clear winner among the three retailers. Prime Day 2016 led to a 34 percent increase in unique visitor traffic, and a 52 percent increase overall conversion rate.
Though JCPenney saw a 13 percent improvement in its overall site conversion rate when comparing its July average to that after Penney Palooza, the conversion rate during Penney Palooza was still less than that of July 4, which is historically a major driver of discount sales.
Kohl’s actually saw a 7 percent decline in its overall site conversion rate during its July 10-14 sale, which can be attributed to the fact that its checkout completion rate declined by 11 percent during the sale.
Amazon Prime Day 2017 is less than a month away, so check back to see how conversions, unique visits, and overall traffic compare year-over-year-over-year.