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Prime Day 2019: Bigger Than Black Friday and Cyber Monday Combined

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Coresight Research

Key Points

Amazon released its Prime Day 2019 results on July 17, 2019, calling it the “largest shopping event in Amazon history.” The 48-hour shopping extravaganza brought millions of deals and more entertainment this year.

  • Amazon sold more than 175 million items during the shopping event, compared to 100 million items last year. We believe the expansion of prime day hours contributed to the increase.
  • There was more entertainment this year, including Twitch Prime Crown Cup featuring FIFA19 and the Prime Day Concert headlined by Taylor Swift.
  • Amazon continued to take Prime Day to brick-and-mortar stores.
  • Top sellers worldwide included the Echo Dot, the Fire TV Stick with Alexa Voice Remote and the Fire TV Stick 4K with Alexa Voice Remote.

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.

Amazon released its Prime Day 2019 results on July 17, 2019, calling it the “largest shopping event in Amazon history.” The 48-hour shopping extravaganza brought millions of deals and more entertainment this year.

Here are the highlights:

Amazon sold more than 175 million items during Prime Day 2019, compared to 100 million items last year. Amazon said Prime Day 2019 was the biggest shopping event in its history, surpassing combined sales of Cyber Monday and Black Friday. The event expanded from 36 hours to 48 hours this year, a 33.3% increase – but the number of items sold increased 75%. We believe the extra prime day hours gave an extra boost to transaction volume.

Members in 18 countries shopped, double the number during the first prime day five years ago. The company said it sold over 100,000 laptops, 200,000 televisions, 300,000 headphones, 350,000 luxury beauty products and more than one million toys on Amazon US. The dollar values of these sales are not disclosed.

It was the fastest Prime Day with millions of items shipped in one day or even faster using Prime Free One-Day, Prime Free Same-Day or Prime Now worldwide. Amazon also said it added more new prime members globally on July 15 than it ever has before on a single day. Almost the same number of people signed up for Prime membership on July 16.

Thirty-party business, mostly small and medium-sized sellers, generated more than $2 billion sales globally this year.

Members shopped deals from US-based innovators, artisans and entrepreneurs
Source: Amazon

 

There was more entertainment this year, including Twitch Prime Crown Cup featuring FIFA19 and the Prime Day Concert headlined by Taylor Swift. On July 10, presented by Amazon Music, a live Prime Day concert was livestreamed from New York City to millions of members. Taylor Swift performed You Need to Calm Down live for the first time ever. Celebrities including Dua Lipa, SZA, Becky G and host Jane Lynch also performed.

Prime members also enjoyed Twitch Prime benefits such as free games, exclusive in-game content and live events featuring Apex Legends and EA Sports.

Amazon continued to take Prime Day to brick-and-mortar stores, as US Prime members were able to shop for deals at Whole Foods Market. When Prime members spent $10 in Whole Foods Market, they could get $10 off on Amazon during Prime Day. This year, the top three best-selling deals in the market were organic strawberries, red cherries and blueberries.

Top sellers worldwide included the Echo Dot, the Fire TV Stick with Alexa Voice Remote and the Fire TV Stick 4K with Alexa Voice Remote. Customers shopped smart home improvement, purchasing automation-driven appliances such as iRobot, MyQ Smart Garage Door Opener and Amazon Smart Plug. Customers also bought smart devices for kids, such as the Echo Dot Kids Edition, Fire 7 Kids Edition tablet and Fire HD 8 Kids Edition tablet.

Source: Amazon

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