Amazon’s Second Prime Day Drove Massive Mobile Engagement Boost

Amazon Prime

Amazon’s second annual shopping-deal holiday led to a massive jump in sales, many coming from mobile, it also attracted more than 1 million new mobile app users.

Last week Amazon held it’s second annual “Prime Day” a one-day sales bonanza for Prime subscription members that the company is turning into a shopping-sales holiday of international proportions. Sales on the manufactured-holiday topped sales from Cyber Monday, Black Friday, and last year’s Prime Day individually. New data, from SurveyMonkey Intelligence, now shows the day was also a massive success for the company’s mobile app as well.

Amazon’s mobile app use on Prime Day saw a 35 percent surge in usage on the day, with around 12 million users logging in during the 24-hour sale. The sales event also got more than 1 million people to use the Amazon app for the first time. Overall the day was huge, and a report from Slice Intelligence said that 74 percent of all US consumer e-commerce occurred on Amazon that day.

The research also shows just how massive Amazon’s reach is. Every month 1 out of every 10 Americans open the company’s mobile app. Active monthly users top 30 million, and at 21 years of age, the company still attracts 75,000 new mobile app downloads each day.

The data also shows that Amazon is crushing its competition on every mobile metric. Walmart has only 15 million monthly active users while others like Target, Kohl, and Jet have around 5 million. Beyond that, the frequency with which users use the app far outpaces its peers as does its retention. Approximately 50 percent of Walmart app users also shop on Amazon’s app, while very few Amazon users do so at Walmart.

When it comes to customers segment, Amazon wins again. The company’s users are younger than most others and wealthier than its competitors. The average Amazon app user reports $73,000 in annual household income.

The day can be called an unmitigated success for the e-commerce giant; Slice estimates that only 13.5 percent of overall Amazon customers shopped on Prime Day, but this means there is plenty of room for the event to grow.

In explaining the issue, analyst Ken Cassar said, “This means that 86.5 percent of Amazon shoppers did not shop on Prime day 2017 and that the principal means of growth this year — a 38-percent increase in the number of Prime Day buyers — may be sustainable for years to come.”

Perhaps unsurprisingly, Prime Day was most popular with Prime users who shop a lot. People who make more than four purchases a month made up 50 percent of the Prime Day buyers and 56 percent of sales. New shoppers made up only 2 percent of the 2017 sales, down from 3 percent in 2016. Another sign that there is room for growth with the holiday.

Some competitors tried to glom onto the holiday, offering sales and discounts of their own, but they failed to generate sales the way Amazon did. The numbers indicate that Amazon has successfully created a summertime shopping season and one that seems to mostly benefit them. This is an impressive feat and one that may be hard to replicate by competitors.

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