Prime Day Statistics From An Amazon Merchant's Perspective

Prime Day

The day after Prime Day, a one-day sale celebrating Amazon's 20th anniversary, the internet was ablaze with sarcastic tweets about the event, and, worse for Amazon, lots of let down shoppers

Still, Amazon announced it sold more units on Prime Day than the biggest Black Friday ever. Customers ordered 34.4 million items across Prime-eligibile countries, breaking all Black Friday records with 398 items ordered per second.

According to Amazon, Prime Day was also a success for sellers on Amazon that use the Fulfillment By Amazon (FBA) service. They enjoyed the biggest day ever with record-breaking unit sales growing nearly 300% worldwide.

With so much anticipation and build-up for Prime Day, some amount of disappointment was probably unavoidable. While there was a general agreement among ecommerce experts that the event was a way for Amazon to boost its Prime membership numbers, it's hard to know for sure if that was the case or not. 

Much has been written about consumers' reaction to Prime Day, and Amazon's press releases have shared their own perspectives, but what about third-party sellers on Amazon? Was it a successful event for them? We decided to do some research to find out.

First, we identified a list of clients who have been with Etail Solutions for both Prime Day and Black Friday 2014. (our "cohort" in this case) Second, we pulled the sales stats of that cohort of clients for not only Prime Day and Black Friday, but also for two additional dates we haven't seen mentioned in other articles comparing Prime Day to other top shopping days of the year. Here is what we found.

The average revenue of Etail Solutions merchants on Prime Day was:

  • 81.1% greater than Black Friday 2014
  • 19.5% greater than Cyber Monday 2014
  • 63.2% greater than  the same day of the week one week before Prime Day (this is to show Prime Day in comparison to a relevant, recent "average" day.) 

Since Prime Day occurred on July 15th we decided to include sales stats from July 8th because the average growth rate of Etail merchants could skew the comparisons to dates more than 8 months ago. Case in point, the average revenue of our merchants on July 8th - one week before Prime Day - was actually 11% higher than Black Friday 2014.

Also, keep in mind that even though Amazon worked directly with some merchants to create "deals," the vast majority of them didn't have active promotions on Prime Day. This means that the increase in traffic from Prime Day resulted in an overall lift in sales for third-party merchants!

So, was Prime Day a success? Will Amazon do it again? Despite some of the "garage sale" comments made in the Twittersphere, shoppers rewarded Amazon with buying behavior that dramatically increased sales. As a result, we think it's fairly safe to say that there will be more Prime Days in the future.