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Amazon Prime Day creates ‘halo’ effect for wider eCommerce marketplace

Amazon's 'epic day of deals' is a prime opportunity for retailers of all shapes and sizes, according to Criteo.

Amazon Prime Day offers brands a fantastic opportunity to capitalise on consumers’ mood to seek out great deals, according to Criteo, a personalised retargeting company that works with Internet retailers to serve personalised online display adverts.

Amazon Prime Day on July 10 is a one-day only global shopping event exclusively for Prime members, marketed as “an epic day of deals on everything you’re into.” But Criteo’s analysis of 2016’s Prime Day revealed that the event created huge benefits for other eCommerce retailers.

Based on data from Amazon Prime Day 2016, e-retailers experienced:

  • Total order value increased 55%
  • Total number of transactions increased 45%
  • Total number of add-to-basket events increased 40%
  • Total number of shoppers making purchases increased 15%
  • Total site usage/engagement increased 21%
  • Average conversion rate increased 27%

John Gillan, Criteo’s Managing Director for UK and Northern Europe, said: “Now in its third year, Amazon Prime day has become one of the most anticipated shopping days in the calendar. However, data from Criteo’s performance marketing network found that it’s not all about Amazon.

“Last year’s Prime Day produced a halo effect for the wider eCommerce marketplace, driving a significant total sales increase of 55% compared to the weeks prior. Using the day’s popularity represents a tremendous opportunity for online retailers, with shoppers more likely to be buying during this period.”

Criteo’s aggregated data from 2016’s Prime Day shows that online shoppers showed up in droves to buy, not only from Amazon, but from many major online retailers. In fact ecommerce websites last year saw shopper volumes rise by 15% over Prime’s two days.

Gillan added: “This high volume combined with an increased conversion rate of 27%, is demonstrative of the transformation. Amazon has turned what would have been just another online browsing day into a significant date in the retail calendar – for everyone.

“To capitalise, retailers need to ensure they’re maximising from the effects of Prime Day. The day might be named after Amazon, but shoppers are clearly in the right mindset to find deals from their other favourite brands. A prime opportunity for retailers of all shapes and sizes.”

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