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Prime Day 2023 ended perfectly on July 12. I still remember that before the big promotion, many Amazon sellers were caught in the dilemma of plummeting traffic, shrinking orders and soaring costs. In the environment where consumer demand has not yet fully recovered, whether the Prime promotion can revitalize consumption has left many sellers with questions in their hearts.
However, as the saying goes, after hitting bottom, there will be a rebound. With the official start of the Prime Day campaign, the clouds of worry in the sellers’ hearts were blown away by the hot promotions - compared with the downturn in the past two years, this Prime Day was not too cold. 375 million items sold on Member Day, with multiple categories experiencing explosive growth Compared to last year's calm, this year's Amazon promotion reports are pouring in. Data from Adobe Digital Insights shows that Amazon's Prime Day sales on the first day reached $6.4 billion, an increase of 5.96% over last year, making it not only the most popular online shopping day in the United States since 2023, but also setting a record for Amazon's highest single-day sales.
According to the latest news from Amazon's global store opening, during the two-day Prime Day event, Amazon Prime members purchased more than 375 million items worldwide and saved more than 2.5 billion US dollars through various discounts.
During the promotion, average daily online sales in multiple categories soared compared to June. The world's best-selling discounted categories included home furnishings, fashion and beauty.
On the day after Prime Day, sales of stationery and office supplies soared 76%. The home appliance category also saw a sharp increase, becoming a major pillar category during the promotion with a growth rate of 52%. In addition, categories such as household supplies, clothing, and 3C electronics were also greatly boosted.
At this stage, inflationary pressure still exists in Europe and the United States, and the overall economic environment has not yet fully recovered, but this does not affect the enthusiasm of consumers. In the final analysis, it is the temptation of high discounts - consumers are scrambling for bargains and buying furniture, clothing and other categories at great discounts.
Adobe data shows that during this year's Prime Day, electronic products topped the list with a 16% discount, followed by toys, clothing, computers, and sporting goods with discounts of 15%, 13%, 10%, and 9%, respectively.
From the sales growth above, we can see that the extremely attractive promotional discounts have indeed captured a large number of consumers, which is also an important reason for the huge success of Prime Day this year. Sellers' sales surged 1000%, and multiple sites were sold out Back to the seller side, in this year's event, small, medium and large merchants gathered together, using all kinds of promotional discounts, advertising and marketing to grab orders. Amazon said that compared with the previous month, the number of Buy with Prime orders for merchants participating in Prime Day collectively increased by 10 times, and the average daily revenue increased by 8 times.
The following set of seller data provided by Amazon officials more intuitively presents the boom in sales during Member Day:
- Creality, which focuses on 3D printing products and solutions, saw its sales on Amazon US site increase by more than 1000% compared to normal days .
- Deepsea Innovation Technology Co., Ltd., which specializes in industrial products , saw sales increase by nearly 60% compared to last year, and multiple sites in the United States, Germany and Japan were sold out
- Litime focuses on R&D and innovation in the field of new energy: its performance has increased by more than 500% compared to normal days
It is learned that the smart home appliance overseas brand Dreame Technology also achieved great results, with four sites in Germany, France, Italy and Spain shining brightly . During the promotion period, its sweepers and floor scrubbers ranked first, a surge of 1045% over last year. Data shows that the total GMV of Dreame Technology in two days reached 12.5 million yuan, equivalent to 100 million yuan.
Judging from feedback from many parties, this year's Prime Day was extremely explosive. On the first day, many sellers' orders doubled, and many products achieved more than tenfold sales growth.
"We have 500 orders every day, and more than 5,000 orders on the first day of membership day, which is a tenfold increase." "PD has exploded this year. A two-year-old link has received 4,000 orders, and a cabinet of goods has been sold out." "For one of our clothing products, we usually only have 30-40 orders per day. We only had 20 sales the day before PD, but we had 420 orders on Member Day, which is 10 times more." "In the clothing category of the US site, we usually receive about 180-200 orders a day. On Prime Day, we received more than 600 orders, and many products were out of stock."
For most sellers, the performance of this year's Membership Day far exceeded expectations and even brought many unexpected surprises.
Looking back at the off-season in the first half of the year, traffic plummeted and orders decreased month by month, which became the common situation for many sellers. Products that had always performed stably suddenly dropped sharply compared with the same period of previous years. Even if sellers spent a lot of money on advertising to improve their rankings, the traffic conversion rate did not increase but decreased. For this reason, more and more sellers began to offer "charity" at low prices, which triggered a more fierce price war.
This sluggish situation continued to intensify until June, which led many sellers to be conservative about Prime Day. In the end, as shown above, Prime Day successfully ignited consumers' enthusiasm and helped sellers win a turnaround.
However, it is worth noting that some sellers also reported that Prime Day’s stamina was quite insufficient, and the listing traffic and order growth began to decline significantly from the second day. “The data on the first day was fine, but it was cut in half on the second day. It’s too sad to talk about it anymore,” one seller complained.
As this sales spree came to an end, sellers gradually calmed down from the joy of soaring sales and began to worry about the aftermath of the big promotion: consumers' desire to consume suddenly dropped after indulging in shopping.
Therefore, even though Membership Day is over, the sellers’ battle is not really over yet - only by doing a good job of reviewing the Membership Day and adjusting operational strategies can we pave the way for sales in the second half of the year.
According to the sellers’ sharing, the following strategies are organized:
1. Gradually reduce the preferential treatment 2. Adjust the advertising budget to a similar level as before 3. Adjust inventory stocking according to the estimated average daily sales. 4. Review the data based on sales, profits, advertising, promotion effects, product performance and operation strategies of competitors in previous years. 5. Improve after-sales service and enhance customer consumption experience
For Amazon sellers, the strong sales of Prime Day are undoubtedly a shot in the arm, and the overseas journey in the second half of the year has just begun.
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