Amazon Prime Day 2019 GMV Strong, Led By Heavy Amazon Advertisers
According to eMarketer, Amazon’s Prime Day sales (including Amazon Australia) in 2018 exceeded $4 billion, with 63% of the sales occurring in the US. Conversions on Amazon AU averaged 7.77%, which beat other top retailers in Australia. Last year, Prime Day started at noon Pacific time on July 16th and ran through midnight Pacific time on July 17th.
This year, Prime Day (days?) began on July 15th and is continuing through the end of the business day today for US items.
On the first day of Prime Day, our sellers (globally) that were live in both 2018 and 2019 saw strong double-digit Amazon GMV growth, on average, over Prime Day 2018. Further, because other retailers and marketplaces are now drafting off of Amazon’s Prime Day, we also saw stronger than normal growth yesterday over Prime Day 2018 on the eBay and Walmart marketplaces, with the latter growth rates in line with Amazon (these growth rates are also for sellers that were live on the marketplace in both 2018 and 2019).
The use of Amazon Advertising is increasingly important for brands and retailers to gain visibility on Amazon and increase sales. At ChannelAdvisor, we help manage Amazon Advertising on behalf of a number of our clients. Through the end of the day yesterday, our managed clients that advertised on Prime Day in both 2018 and 2019 increased their spend, on average, by 150% and their associated GMV by nearly 200% year over year, primarily due to increased conversion rates.
Today, overall GMV trends remain strong for our customers. On Amazon, we saw GMV stronger than yesterday in the early hours US time. As we’ve moved later in the day, we’ve seen GMV in line with yesterday’s strong performance. Through mid-day on eBay and Walmart, we’ve seen GMV track in line with yesterday’s above average performance as well.
Overall, it seems that Amazon’s Prime Day is continuing to drive GMV growth for Amazon and others this year, with companies advertising extensively on Amazon leading the way.
Be sure to check back to the ChannelAdvisor blog in the coming days for further updates on Prime Day 2019.