Amazon wants the public to know that this year’s edition of Prime Day, held Monday and Tuesday, was very, very good for the marketplace’s third-party sellers, who moved more than 70 million products during Prime Day and snatched nearly $ 2 billion in sales in the run-up to the event.
But analyze the message and another surprising Prime Day winner appears: the fashion category.
Adobe Analytics data before Prime Day noted that fashion usually does not weave large at the shopping event, setting expectations that the story repeats itself. Instead, the clothing category hooked an unexpected place on this year’s bestseller list along with beauty and baby care. They join popular Prime Day categories like Amazon devices and other electronics, household items and nutritional products that tend to be the cornerstones of the list.
Fashion’s Prime Day show looks set to come down to heavy rounds of promotions for clothing and accessories, according to data from BMO Capital Markets. For example, Calvin Klein offered one of the highest promotional discounts across the branded fashion terrain. But it was far from alone.
“Adidas was up to 45 percent at the high end with UA only up to 30 percent at a discount,” it wrote. “Adidas offered about twice as many viewing opportunities as UA through our checks. New Balance was offered up to 30 percent off and COLM [Columbia Sportswear Company] was offered up to 40 percent off. Accessories from Timberland were offered up to 20 percent off, the same promotional level as Dickies. ”
Of course, weave sportswear big, but more specifically, the company broke out of Prime Day sales. It named Under Armor the winner.
“UA captured the largest share of Amazon’s declared topwear, shoes and jewelry products with about 15 percent of the featured bestseller skis,” BMO added. “Carters and Levi’s both had 11 percent of the top sellers, with Amazon Essentials next, about 7 percent. Interestingly, Adidas had only about 4 percent, despite having twice as many skis as UA. CK [Calvin Klein] had about 3 percent of top sellers. ”
Amazon’s announcement may have suggested another reason for the fashion’s growing Prime Day business: “Tens of thousands of customers watched Prime Day product demonstrations and samplings, heard directly from creators and more during Amazon Live livestreams through Prime Day,” the company explained.
Livestreamings are especially effective for products that are visual and benefit from demos, such as beauty and fashion. Amazon has been developing livestream shopping on the platform since 2019, but the shopping modality has generally ignited during the pandemic and continues to pick up steam. It is expected to send US e-commerce to $ 6 billion this year and as much as $ 25 billion over the next two years.
Apart from the hard numbers and technical development, there are also soft or human factors. A report by the American Psychological Association revealed that 42 percent of adults surveyed said they gained more weight than they had imagined during the pandemic, with an average of 29 pounds.
In other words, there are many people who come out of lockdowns with wardrobes that no longer fit. This suggests that Prime Day and related clothing promotions may have arrived at a perfect time. According to RetailMeNot, clothing, footwear and clothing topped the list of planned Prime Day purchases by 44 percent.
While fashion may be a bigger piece of Prime Day, the overall picture it fits in looks a bit blurry.
Amazon revealed that Prime subscribers bought more than 250 million products worldwide. More than 70 million of these products were from small and medium-sized businesses, giving them their best two days ever, Amazon noted with growth that even surpassed the company’s own retail efforts. It also added that consumers shopped and saved more than any previous Prime Day.
A “Spend $ 10, Get $ 10” campaign for small businesses during the two weeks leading up to the event ran $ 1.9 billion for these vendors, corresponding to a growth of more than 100 percent compared to the Prime Day 2020 promotion in October.
Comparing two promotional periods may be effective, but it does not match the specificity of Amazon’s previous Prime Day reporting. For the 2020 event in October, the company did not break words by announcing that third-party sales broke $ 3.5 billion during the two days alone.
And while it typically does not reveal Prime Day sales figures for its own retail business, it often uses words like “record highs” and “biggest day ever.” No such language in the current overview.
The absence stands out, especially as the signs looked promising early on. Adobe data gave rise to expectations that Monday would drive the most online sales over a single day in 2021 so far, with the e-tail giant expected to peak at $ 5.6 billion, which is 8.7 percent year-on-year. -year growth.
Part of the complication of calculating and tracking Prime Day growth is the shift in planning, with Prime Day being postponed from the typical summer time to October last year.
The proximity to the holiday benefited the event, Refinitiv explained.
“This year’s Prime Day sales will affect Q2 2021 revenue, which is estimated to be lower than last year’s Prime Day sales, which took place in October, ie. Q4 2020, ”the data and infrastructure company in the financial markets wrote in its Prime Day report. “Amazon’s total sales were stronger in the 4th quarter of 2020 due to holiday-related purchases. Nevertheless, this year’s revenue in Q2 2021 is on track to be significantly stronger than 2019’s pre-pandemic prime levels.
In other words, Prime Day 2020 results, estimated by Refinitiv at $ 125.5 billion. $ In turnover, an outlier. When the company ties the 2021 edition to $ 115 billion, it looks like a decline.
A healthier comparison is to go back a year and compare 2021 to 2019, when Amazon got nearly $ 70 billion in estimated Prime Day revenue. The math shows that Amazon drew a jump of more than $ 45 billion over two years.
Explaining it is, of course, more complicated than releasing soundbites as the “biggest shopping event in Amazon history,” which may have robbed the e-commerce company of a short, offensive way of explaining how gigantic Premier Day has become.