Amazon has toppled another pillar of traditional retail. Black Friday, which has long reigned as the biggest day for stores has been steadily losing ground lately but the final blow may be Prime Day 2017. Amazon’s 30-hour manufactured shopping holiday resulted in sales that surpassed both Black Friday and its e-commerce bookend Cyber Monday. The result, the company said, is “the biggest day ever in Amazon history.”
The event grew by 60 percent over last year, fueled by a 50 percent increase in the number of people shopping during the promotion. And more importantly for Amazon, the deals enticed a record number of Prime signups for one day.
The top selling product on the site was the company’s Echo Dot connected, voice-controlled device, which sold seven times as many as Prime Day 2016. In fact, Amazon tech gadgets were big sellers in general, which was all a part of its strategy.
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“The advantage for Amazon in concentrating their Prime Day efforts around selling proprietary hardware is the more unique data they have around their audience, the larger the competitive advantage they have in understanding how to sell even more products to that same audience,” said Jonathan Cohen, principal brand analyst at marketing technology company Amobee said.
The NPD Checkout Tracker has more insights into the value of these Alexa-powered tools. It says it prompts a 140 percent spike in Amazon Prime Now orders and ultimately these shoppers end up making half of their online expenditures on Amazon.
Ofer Klein, CEO of IoT commerce solutions company Kwik, said the rate at which consumers are snapping up Echos “paves the way for IoT and connected devices as new e-commerce channels, enabling brands to build [a] direct relationship with consumers to increase sales, loyalty and customer engagement.”
Beyond the company’s own products, top sellers included the buzzworthy Instant Pot pressure cooker, Sony Playstation, Ninetendo Switch, Soda Stream and Fisher Price Soothe and Glow Seahorse.
In the U.S., more than 200,000 dresses were sold.
Other retailers were also able to piggyback on Prime Day associations whether or not they were also running sales, according to Amobee. The biggest winner was Best Buy, which did offer competing deals. The chain saw 43 percent of its digital engagement related to Prime Day. Other big winners were Walmart which had similar results, and Target, which saw 80 percent as much engagement as Best Buy. Meanwhile, eBay and Macys enjoyed 59 percent of the electronic chain’s engagement.
Nick McLean, CEO of OrderDynamics, says the retailers who were able to hook into Prime Day were onto something—and in fact, could have an advantage. “Not all retailers can offer the world’s biggest product selection. But many retailers can combine their online presence and, unlike Amazon, their brick and mortar locations to offer customer convenience and instant gratification through a differentiated, omnichannel strategy,” he said. “With the right strategy, they can also tie into Amazon for trickle-down success.”