300K Aussies visited Amazon each day over Prime Day, and a further 40K people made a purchase. Amazon is rapidly expanding in Australia, but was the 2019 Prime Day all we expected?
Visits and transactions to Amazon’s local site grew by +50 per cent compared to the previous year. Over 300K Aussies visited Amazon each day over Prime Day, and a further 40K people made a purchase. Which categories and brands drove Amazon’s growth? How do these figures compare against other retailers? Is Amazon a true threat, or are other retailers capitalising and fighting back with their own mid-year sales?
All Amazon categories grew by over +100 per cent, except for Books. Amazon’s uplift was seen across the majority of key categories, from Home & Garden, Clothing & Accessories to Food & Grocery. Electronics & Computers grew by over +300 per cent week-on-week to reach 1.6 million page views on Amazon. With over 50 per cent+ discounts offered on their top sellers, Amazon Devices also jumped by an incredible +1,200 per cent week-on-week. To see Category Page Views ranked, click here.
Electronics, headphones & gaming brands skyrocketed +700 per cent. The Nintendo Switch has been the most-searched-for product for Prime Day this year and last, so it’s no surprise that Nintendo was the second-most viewed brand after Amazon, rising by +300 per cent week-on-week. Gaming accessories and wireless headphones also dominated, with SoundPEATS, Corsair, and TaoTronics all rising by over +700 per cent. Take a look at the Hitwise Blog on Prime Day in AU for the Top Products.
eBay Plus Weekend vs. Prime Day – Which Event Was Bigger?
Amazon has been able to generate a significant spike in activity but initial figures show that this was short-lived. The number of transactions on Amazon, both on their local and international sites, rose +34 per cent in the week of Prime Day (ending 20 July) to 413K. This then dipped -26 per cent to 307K transactions the following week (ending 27 July).
This wasn’t the case for eBay’s first Plus Weekend, eBay’s response to Prime, launching their own 48-hour exclusive event on 22-23 June. In the week ending 29 June, eBay’s transactions rose +28 per cent week-on-week to over one million. The e-tailer then maintained this volume throughout July, seeing over one million transactions each week.
eBay vs. Amazon
Retailers have gained from Prime Day, especially Big W. And it wasn’t just eBay that fought back and succeeded. Other top retailers, including JB Hi-Fi, Harvey Norman, and Kmart, have also benefited. Over the full week of Prime Day, 159K people bought on Amazon’s site, but an additional 1.7 million people only ‘browsed’, so visited Amazon’s site and didn’t transact. With double the volume of transactions, eBay naturally had the largest overlap with Amazon. Big W saw the greatest uplift in both Amazon Buyers and Browsers compared to last year’s Prime Day, thanks to their own Click Bonanza sale.
Prime Day can’t be ignored, others can and have benefited. The uplift achieved by Amazon on their second Prime Day can’t be ignored. Over 50 per cent jumps in transactions, and 100 per cent+ uplifts across the majority of their categories are impressive feats. Hitwise figures do show that others have played Prime Day to their advantage. In particular, eBay and Big W saw the most success through counter offers and flash sales. Amazon’s growth in Australia, at least for now, should be put into context. But their performance in other countries should also be watched closely. Even in their own mature markets, like the US and UK, Amazon continues to grow and grab more online share. So, what will they have in store for the second half of the year, and how can retailers and brands prepare?
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