In Consumer Insights

Amazon just wrapped up its annual Prime Day online shopping event, which extended its mega-sale across 36 hours of e-commerce madness. As noted by our recent Audience Spotlight report on Shopaholics, Amazon is the undisputed king of the online shopping landscape, with a 98% reach among Shopaholics (the top 20% of U.S. adults who shop online, based on the amount of time they spend per month online with shopping brands and shopping content). And while many analysts touted this year’s event as another record-breaking affair in terms of revenue and customers, it wasn’t without a few glitches; most notably, some would-be shoppers encountered error pages when trying to access Amazon via both its desktop site and mobile app. While the e-commerce giant finishes tallying up its Prime Day numbers, we took a look back at 2017’s figures to get some historical context on how e-commerce’s so-called “Christmas in July” has performed in the past.

Amazon Prime Day 2017: a Look Back at Last Year’s Numbers

According to Verto Watch data, Prime Day 2017 (which took place on July 11, 2017) had a measurable impact not only on Amazon’s user numbers, but also on its user engagement, as determined by the amount of time that shoppers spent on the site on Prime Day compared to other days that month. Among U.S. adults (ages 18 and above), the number of users who visited Amazon on Prime Day 2017 increased by 39% compared to the daily average in July 2017, spiking to more than 80 million users on Prime Day alone. Those shoppers spent an average of 40 minutes browsing and buying, compared to the average of about 26 minutes during the rest of the month.


A breakdown of Prime Day 2017 by device also demonstrates the increasing influence of mobile commerce: the proportion of shoppers who used a smartphone versus laptop was nearly equal (43% on smartphone compared to 45% on laptop). And when you factor in tablets, 55% of all Prime Day 2017 activity occurred on mobile devices. With some analysts predicting that mobile commerce will account for almost 73% of all online sales by the year 2021, we expect that this year’s Prime Day results will show an even greater skew towards shopping on smartphones and tablets.

This Chart of the Week was brought to you by Verto Watch. Interested in more insights on e-commerce and online shoppers? Download our latest report, Audience Spotlight: Shopaholics.

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