Published October 19, 2020
Updated October 26, 2020
After being postponed from July to October due to the coronavirus pandemic, Amazon Prime Day 2020 went off without a hitch.
The annual sales event took place on October 13 and October 14 this year across the U.S. and 18 other countries. Prime members saved more than $1.4 billion over the two-day sales event, according to a press release from Amazon.
Digital Commerce 360 estimates that Amazon Prime Day 2020 sales hit $10.4 billion – up from $7.16 billion (+45.2%) over Prime Day 2019 and from $4.19 billion (+148.2%) over Prime Day 2018.
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Update: Prime Day ROI client stats
Our clients from varying industries saw some tremendous success during the shopping holiday – with the strongest revenue on day 2 of Prime Day. A sports equipment client even saw day 2 revenue increase 100% over day 1 revenue.
We’ve gathered for you some of the most impressive stats and biggest wins that we helped our clients achieve throughout Amazon Prime Day 2020.
A food & beverage client benefited from the Small Business Deals Page and saw the best sales days in their account history. They had Lightning Deals for different products on each day, and Sponsored Brands Video saw the most significant revenue increase.
A client in the manufacturing & hardware industry featured deals across multiple categories, with separate campaigns for featured Prime Day ASINs. As a result, the client saw a 105% revenue increase compared to the Tuesday & Wednesday of the week before.
Another hardware client also featured deals across multiple categories and had separate campaigns for featured Prime Day ASINs. By driving Sponsored Brands traffic to their featured product page, the brand saw a 23% revenue increase compared to the Tuesday & Wednesday of the week before. Their most significant revenue increase was on day 2 of Prime Day.
One of our clients in the technology industry didn’t have any Prime Day deals, but still saw residual success from increased traffic to Amazon. The majority of sales were driven by Sponsored Brands and Amazon’s “Back to Study” landing page. The brand saw sales increase 329% at a 58% lower ACoS.
Prime Day halo effect
This year also further proved that the Prime Day halo effect is real. Amazon wasn’t the only retail giant that saw big wins over this year’s Prime Day period. 51% of Digital Commerce 360’s top 100 online retailers had special sales on October 13.
Compared to the Tuesday before Amazon Prime Day 2020, non-Amazon retail sites in the U.S. saw traffic increase 17% and conversion rates increase 13%. Compared to Prime Day 2020, traffic was up 51% and conversion rates were up 16%. Online sales for non-Amazon retail sites in the U.S. grew 76% on the first day of Prime Day 2020 compared to the first day of Prime Day 2019.
Small business success
Amazon shifted its focus heavily to align with consumers being more interested in supporting small and local businesses than ever this year.
Amazon drove $900 million in sales for small businesses with a special “spend $10, get $10” promotion taking place in the weeks leading up to Prime Day for customers who purchased from a small business. Prime members earned tens of millions of dollars through this promotion.
Third-party sellers (which are mostly small- to medium-sized businesses) also saw record-breaking sales, with Prime Day delivering the two biggest days ever. 3P sellers saw sales surpass $3.5 billion – nearly a 60% increase over 2019.
This means that independent third-party sellers grew more year-over-year than Amazon’s retail business, which includes its private-label goods, Amazon devices, and products it buys and sells from manufacturers.
Amazon’s marketplace sales have steadily declined over each Prime Day due to Amazon’s heavy promotions on its own products. However, Digital Commerce 360 projects that marketplace sales comprised 35% of Amazon Prime Day 2020 sales, up from 32% last year. This would be the first time the share of marketplace sales has gone up year-over-year.
3P best-selling categories included Bedding, Wireless Accessories, Nutrition & Wellness, Arts, Crafts, & Sewing, and Health Care. SMBs in Utah, California, and New Jersey saw the biggest sales per capita.
Popular Prime Day products
Overall best-selling categories included Home, Electronics, Nutrition & Wellness, and Arts, Crafts, & Sewing. Globally, the most popular item purchased on Prime Day was the Echo Dot, which is now out of stock until December. Many Alexa-compatible devices saw a record-breaking Prime Day. Additionally, consumers purchased a record number of Fire TV Edition Smart TVs.
Top-selling deals in the U.S. included the iRobot Roomba Robot Vacuum, MyQ Wireless & WiFi Enabled Smart Garage Door Opener, LifeStraw Personal Water Filter, Goli Apple Cider Vinegar Vitamins, and Kids Against Maturity: Card Game for Kids and Families.
More shoppers than ever opted to have their item shipped to an Amazon Hub pickup location this year.