Study: Advertising primed Amazon Prime Day shoppers

Seattle – The sales success of the July 15 Amazon Prime Day sales event did not happen by itself. A new IPSOS survey of 1.005 U.S. consumers commissioned by Cumulus Media/Westwood One has revealed advertising drove significant awareness for Prime Day.



Key survey findings include 74% of Americans were aware of Amazon Prime Day, and 80% of Americans aware of Amazon Prime said they were exposed to some form of advertising for the event. One out of five Americans reported making a purchase during Amazon Prime Day because of advertising.



Amazon Prime subscribers were extra susceptible to advertising. Three out of five Amazon Prime subscribers age 18-49 exposed to advertising said they purchased something during Amazon Prime Day. Radio advertising was the most effective at converting awareness into Prime Day purchases when compared to TV and online. Of those exposed to radio ads, 52% made a purchase, compared to lower figures for TV (39%) and online (48%).



Millenials were crucial to the success of Amazon Prime Day and advertising for the event. Forty-five percent of Amazon Prime subscribers are 18 to 34 years old, 53% of those who purchased due to advertising on Amazon Prime Day were 18 to 34, and 62% of those who heard radio ads for Amazon Prime Day were 18 to 34.



Those who purchased at the highest rate during Amazon Prime Day were millennials, households with children, and the full-time employed.