Amazon launched Prime Day 2.0 for the first time this year, and it will be held from October 11th to 12th. According to data from a third-party analysis agency, compared with the first membership day this year, Amazon’s autumn membership day seems to be very different: social media popularity has declined, sales have declined, and consumers are more cautious…
Amazon's fall Prime Day performance drops
The performance of Amazon's fall Prime Day reflects in part the reaction of its Prime members to holding two Prime Day events in a year. But for the fall Prime Day, Amazon disclosed only that Prime members ordered more than 100 million items, and revealed few other sales figures.
However, according to data collected by third-party analysis agencies, compared with Prime Day in July, Amazon's autumn Prime Day sales have slowed down significantly. Amazon raked in an estimated $5.7 billion from the Prime Early Access Sale, compared with $7.5 billion from Prime Day in July.
According to data from business data company Klover, compared with the big promotion in July, the frequency of transactions on the autumn membership day has dropped by 30%, and the transaction volume has also slowed down significantly.
During the Prime Early Access Sale, the average order was $46.68, down from $60.29 on Prime Day, according to market research firm Numerator. Meanwhile, Numerator found sales were down in most categories, except toys, baby products, and books, videos and other media, relative to the July promotion.
What are the benefits of Fall Membership Day?
Despite not being as good as the previous one, Amazon's fall Prime Day still has a lot going for it. According to MarketplacePulse founder Juozas Kaziukenas, even if sales can exceed the July event, Amazon's fall Prime Day sales are still higher than usual.
Kaziukenas also said that for Amazon, the fall Prime Day also helps reduce the removal of excess inventory from the U.S. retail market. Influenced by Amazon, many retailers also launched promotions during the fall Prime Day, which helped to further drive product sales.
Amazon may also be looking to boost sales as it struggles with slowing revenue growth and a slow holiday shopping season. Online spending for the entire holiday season is expected to grow 2.5%, the slowest growth since 2015, according to Adobe.
Kaziukenas pointed out that for Amazon, the overall benefits of the Prime Early Access event outweigh the disadvantages, and the only cost it pays in this event is discounts, which come from either sellers or brands.
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