Executive Summary

Using a proprietary data set on prices in four categories on Amazon’s US site, we analyze the level and distribution of discounts on Amazon.com during Prime Day 2019, which spanned July 15 and 16. Our data set, collated with competitive intelligence provider DataWeave, focuses on electronics, health and beauty, men’s fashion and women’s fashion. We also offer some comparisons to apparel discounts at Target and Walmart during the Prime Day period.

• Women’s fashion had the highest average Prime Day discount on Amazon.com, with double-digit percentage price cuts across the two days of the event.
• Men’s fashion had the highest percentage of goods on sale, with around 30% of tracked listings reduced in price.
• Prime Day did not see universal price cuts: a meaningful proportion of the listings tracked on Amazon.com climbed in price during the event.
• Target offered an average of 26.5% in additional discounts and Walmart an average of 16.6% additional discounts in the fashion category during the Prime Day period.

Coresight has been covering Amazon Prime Day since it was launched in 2015.  Click here here to access our additional reports about 2019 and prior years.