In Audience Measurement

In 2015, Amazon launched Prime Day, a 24 hour-long e-commerce event that offers major discounts and deals on select items to Amazon Prime members – effectively a Christmas in July for Cyber Monday enthusiasts. This year’s mass sales event, held on July 11 for U.S. customers, was actually spread across 30 hours, with certain sales items available beginning on the evening of July 10. One big draw for Prime Day 2017: a deep discount on Amazon’s Alexa-powered Dot and Echo products, an ecosystem that Verto explored in our most recent report. Not surprisingly, offering people mass savings is a great way to increase engagement. While Amazon reported that it experienced a 60% increase in sales from the previous year, the e-commerce giant was less forthcoming with data around how Prime Day traffic differs from Amazon’s average. Verto Analytics took a look at some key metrics (among U.S. consumers, 18 years and above) in order to gauge the success of Prime Day 2017.

Prime Day: User Numbers

Verto Analytics looked at the number of unique users who accessed Amazon in the days leading up to Prime Day in order to analyze how Prime Day incentives affected the number of daily unique users on Amazon during the Prime Day event. According to Verto Analytics data, an average of approximately 70 million unique daily users that accessed Amazon between July 1-11. However, during Prime Day (July 10 and 11), Amazon’s daily user numbers experienced a dramatic increase: 77 million unique users accessed Amazon on July 10 and an impressive 82 million users accessed Amazon on July 11.

Prime Day: Time Spent

Another metric that highlights the success of Prime Day is the time spent per user per day on Amazon. In the context of Prime Day, analyzing the amount of time spent per user is particularly interesting because it indicates increased consumer interest and time spent browsing and purchasing products. According to Verto Analytics data, between July 1-11, users spent an average of 32 minutes per day on Amazon. That number increased slightly to an average of 36 minutes on July 10. But the most dramatic spike occurred on Prime Day itself (July 11), when users on average spent an impressive 49 minutes on Amazon, 15 minutes longer than the average time spent for the month to date. The increase in time spent indicates a jump in digital “window shopping,” as consumers browsed for Prime Day deals. Evidently, the “Black Friday of July” is a great way to increase the amount of time a consumer spends on a given e-commerce site, further increasing the chance that a user purchases more items.

Based on our data, Prime Day drove impressive growth in both user numbers and the amount of time that consumers spent on Amazon, compared to user behavior for previous days in the month. Amazon positioned its Prime Day event to dramatically increase the number of users accessing their platform as well as the time consumers spent browsing their products.

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