TECHNOLOGY

Study: Amazon’s Prime Day 2019 was big – but how big?

BY Dan Berthiaume

A new study reveals whether Prime Day 2019 sales reached expected highs.

According to “Amazon Prime Day 2019: Pricing Insights,” an analysis of the most recent Prime Day’s performance from Coresight Research and competitive intelligence provider DataWeave, Prime Day 2019 generated global sales in the region of $5.3 billion this year, up by slightly more than one-third from Coresight’s estimate of $3.9 billion in sales for Prime Day 2018.

Amazon under-shot Coresight’s pre-Prime Day estimate that it would generate global sales of around $5.8 billion on Prime Day 2019, up by around one-half year-over-year. Amazon does not disclose figures for sales generated during Prime Day, but Coresight bases estimates on information disclosed by Amazon following Prime Day, and excludes revenue from new Amazon Prime signups.

In addition, using a proprietary data set on prices in the categories of electronics, health and beauty care (HBC), men’s fashion, and women’s fashion on Amazon’s US site, Coresight analyzed the level and distribution of discounts on Amazon during July 15 and 16, compared to product prices on July 8.

On the first day, 23.6% of electronics products were offered at lower prices, but 13.2% were offered at higher prices than on July 8. The discounts ranged from 0.01% to 19.6%, with an average of 4.5%. None of the discounted products continued to decrease prices on day two. On day two, 28.3% of products were offered at lower prices but 14.2% were offered at higher prices than on July 8. The average discount was 5.1%, with a range from 0.01% to 19.6%. Between July 15 and 16, only 3.8% of products had a price difference that was greater than one dollar.

In the HBC category, on the first day, 18.7% of products were offered at lower prices, but 14.9% at higher prices than July 8. The discounts ranged from 0.31% to 30%, with an average of 8.8%. Only 2.2% of discounted products continued to decrease prices on day two. On the second day, 18.7% of products were offered at lower prices but 19.4% were higher than on July 8. The discounts ranged from 0.1% to 30%, with an average of 9%. Over the two days, just 8.2% of products had a price difference greater than one dollar.

For men’s fashion, on the first day, 30.1% of products were offered at lower prices and 17.5% at higher prices than on July 8. The discounts ranged from 0.02% to 42.1%, with an average of 11.3%. Some 7.8% continued to cut prices, while 9.6% raised prices on day two. On the second day, 28.9% of products were offered at lower prices than on July 8, while 24.1% were higher. The discounts ranged from 0.02% to 48.8%, with an average of 11%. Over the two days, 27.1% of products had a price difference greater than one dollar.

And in the women’s fashion category, on the first day, 18.7% of products were offered at lower prices while 13.5% were higher than on July 8. The discounts ranged from 0.2% to 87.2%, with an average of 15.4%. Only two products continued to decrease price, while 4.5% increased price on day two. On the second day, 15.5% of products were offered at lower prices while 12.9% were higher than on July 8. The discounts ranged from 0.03% to 87.2%, with an average of 14%. Over the two days, only 8.4% of products had a price difference greater than one dollar.

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