Similarweb Data Shows Amazon Prime Day Early Access Less Successful than July Prime Day Event

Apple saw highest revenues, Amazon devices saw sharp decline versus Prime Day in July

Similarweb data provides insights into trends that emerged during Amazon’s Prime Day Early Access event, which took place this year on October 11 and 12th. The event did spur less web traffic and revenues in the United States than Prime Day, which took place July 12-13. However, it did raise average daily revenues for Amazon as compared to the prior weeks leading up to the event. Apple and Toys & Games were key winners, while Amazon devices saw a sharp decline versus Prime Day in July.

Key takeaways

• October Prime Day Early Access underperformed compared to July Prime Day, earning 46% less revenue, suggesting dampened consumer demand for online shopping. This could be due to the struggling economy and close proximity to Amazon’s last sale event.
• Toys & Games revenues rose 10% versus the last Prime Day, while all other categories declined. It looks like consumers used the event to some degree to get a start on holiday shopping.
• Overall average order value declined 9% but Electronics and Toys & Games both bucked that trend, rising sharply
• Apple was the top-performing brand with iPad and Macbook driving the most revenue
• Revenue for Amazon devices fell 80% from the July event, suggesting demand for Amazon devices was largely met during the last shopping event.

Prime Day Early Access drove revenue growth versus Daily Average Revenue

There was a clear spike in daily average revenue on each of the days of the event versus the weeks prior, showing that Prime Day Early Access was successful in driving site traffic and sales over what consumers would normally do. Some of this effect could be consumers pausing and waiting for the event, but there was a clear increase in average daily revenue even compared to 3 weeks prior to the event, with overall average daily revenue more than double the trends from the prior weeks.

Brandon Newquist, a Similarweb ecommerce Specialist, said “the most interesting insights included the decline in revenue from the first Prime Day that showcases the largest categories suffering, but Toys & Games increasing, likely due to the proximity near the holidays. Amazon Devices fell the most, suggesting demand for these products may have largely been met during the last Prime Day Event.”

Total revenues for the event fell 46% versus Prime Day in July

The only category that showed growth over Prime Day in July 2022 was Toys & Games, which makes sense given the upcoming holiday season. All other categories were down versus Prime Day in July, with sales of Amazon’s own devices the biggest decliner, down 80%. The chart below highlights the performance of the various categories, as compared to the July Prime Day event.

Home & Kitchen, Electronics, and Clothing were the biggest revenue drivers, followed by Toys & Games

While most categories did decline, Similarweb data provides a window into which categories generated the most revenues during Prime Day Early Access in the U.S. Home & Kitchen drove the most revenues, followed by Electronics, Clothing, and Toys & Games. You can see the category revenue breakout below.

Apple was the highest-grossing brand this Prime Day, led by sales from devices across their portfolio

Apple was a big winner during the event and was the highest-grossing brand. In fact, Apple brand revenues outperformed Amazon’s own devices by a large margin. The chart below highlights the performance of some leading brands.

Conclusion

Amazon Prime Day Early Access was successful in raising average daily revenues across the site. However, compared to the July Prime Day event, revenues were down sharply. While Apple products and Toys & Games saw strong demand, most other categories declined, with Amazon’s own devices seeing an 80% decline in revenues as compared to the earlier July Prime Day event.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

by Jim Corridore

Senior Analyst

Jim provides insights across multiple sectors. With 30 years on Wall Street and numerous awards for stock-picking, he is a SUNY Albany graduate.