"Amazon’s Optimus Prime Day – The Biggest & Baddest Prime Day Yet"

So there we were, in our Reprise Amazon Prime Day War Room, working and watching Transformers during the final hours of what was sure to be an epic Prime Day. The statistics were rolling in, and our team was analyzing dozens of our own Reprise clients’ Amazon accounts and articles across the web. The more we analyzed, the more we realized how truly remarkable Amazon’s Prime Day has become.

The 4th edition of the self-made shopping extravaganza probably shouldn’t be called Prime Day. No, an event of this magnitude should be called something much grander. Perhaps Optimus Prime Day? After all, Jeff Bezos and his team of 566,000+ Amazon Autobots have a heck of a lot to be proud of today. There are some staggering figures that came out of Prime Day this year, all of them supporting just how successful the day was.

$3.5B in sales. Yes, you read that correctly. According to Reprise proprietary data, and validated by RBC Capital Markets analyst Mark Mahaney via Reuters, Amazon Prime Day amassed an estimated $3.5B in 36 hours, driven by over 100M products sold! That makes Prime Day one of the most successful ecommerce sales days in history. But its haul doesn’t stop there. We’ve uncovered some additional noteworthy, and fortune making statistics.

Reprise estimates that Amazon added an additional 1,000,000 new Prime members during Prime Day. At $119 a pop, that’s another $120M added to its coffers.

The average Prime Member buys ~$1300/year worth of goods from Amazon. More than double what non-Prime Members buy, representing an incremental $1.3B in revenue from new Prime Members in the next 12 months. Welcome to the club, folks!

Third Party Sellers also got involved with Amazon this Prime Day. Reprise estimates that there were ~30,000 Lightning Deals, about a 50% increase YoY. Amazon also increased its Lightning Deal fees from $500 to $750 for Prime Day, representing an additional $23.5M in one day revenue.

We also estimate that advertisers forked out a whopping $120M on advertising during Prime Day, a 4X increase over Amazon’s typical 36 hour period. Prime Day has become a massive retail event, and both Vendors and Sellers need to plan well ahead so they can maximize their returns during this epic retail holiday. Some thought starters for next year:

  • For 4 straight years, Prime Day sales were greater than industry predictions. Do not be the Vendor or Seller that runs out of inventory before the end of Prime Day. Stock those shelves.
  • Your product view-ability is critical. With conversion rates and ROAS oh-so-high on Prime Day, make sure your ASIN’s Click Through Rates are maintained or increased to drive max sales.
  • Don’t rely purely on Sponsored Products, Headline Search Ads, and Product Display Ads. Leverage The Amazon Advertising Platform to increase awareness/consideration of your product in the days/weeks leading up to Prime Day, and convert those non-converters once Prime Day has past.

At the end of the day, there is no wonder as to why Amazon launched Prime Day. The event is likely to add 1,000,000+ Members to their platform. These new Members will spend more time across Amazon properties, watch more Amazon TV shows, listen to more music, buy more Amazon devices, talk about Amazon more with their family and friends, and will ultimately spend an additional $5B over the next 12 months. We’ve helped our dozens of Amazon clients make the most of this Optimus Prime Day, and boy are they happy today. What an event.

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