Wuhan Xingqihang was informed that Numerator released the latest research, with Amazon's Prime Early Access Sale on October 11 and 12, its share in the consumer goods (CPG) market will further increase.
According to Numerator, Amazon's CPG share jumps to 4-5x each year after its Prime Day sale. In the Prime Day event held from July 12-13 this year, its CPG share soared to 21.7% during the event, compared with only 4.9% in the month before the event and 5.6% in the month of Prime Day.
Moreover, Amazon’s market share of consumer goods has grown from 18.3% on Prime Day in 2020 to 19.1% in 2021, with each year gradually increasing with the Prime Day event.
Numerator pointed out that on Prime Day in July this year, groceries and household goods became the hottest categories for the first time, and Prime Day has become a festival of consumer goods.
Although Amazon's first additional Prime Early Access Sale this year is not aimed at consumer goods, its time node is stuck in the second week of October, which is another season change period, which is for buyers who plan to save seasonal consumer goods. , is a strong buying opportunity.
Numerator also noted: "Consumers may take advantage of this Prime event to stock up on Halloween candy, Thanksgiving non-perishables and holiday baking ingredients if a deal is available."
During Prime Day in July this year, many retailers saw a month-on-month decline in their CPG share. Walmart's share fell 3%, followed by Kroger (-1.5%) and Costco (-1%). But Target, which runs its Deal Days campaign at the same time, saw its CPG share on Prime Day rise 0.5%.
Numerator added that while the Prime Early Access Sale is the equivalent of the early holiday shopping season, it won't eat into Amazon's holiday season traffic.Because during the Prime Day sale last fall, 29% of consumers said they took advantage of the event to make a purchase, and 90% plan to shop on Amazon again on the holiday date