Amazon Prime Days 2023 Results

We recently wrote about how Prime Days impact e-commerce during this short period of aggressive offers. Now, with the figures close at hand, we can make a more precise analysis of what happened.

Do you want to know how Prime Days went? How much and what was sold? And, above all, will this affect the results of this summer in different sectors and niches? Well, lets summarize and analyze it.

Discounts are a powerful motivation for e-commerce, and hardly any user can resist them.

Amazon knows this well and couldn't be happier with this year's revenue and sales volume.

In fact, it is being hailed as the best Prime Day in its history... and it has been 8 years since they first launched this campaign in 2015 with the intention of retaining subscribers to their Prime subscription.

On July 11th, the first of the two days celebrated this summer, they shattered all records. Amazon Prime members worldwide contributed a staggering $375 million to the marketplace's coffers. I repeat: in just 24 hours.

Another important and noteworthy data point is that not only Amazon's products broke records, but it has also been the best historical event for third-party sellers using the platform as an additional channel in their e-commerce strategies.

The truth is that it's a cross-cutting campaign, involving all types of sellers and all categories on the platform. Nevertheless, at the top of the sales list during Prime Days, there are always: electronics, fashion, beauty, and home products.

This is a question that you are probably also asking yourself. As observed, an aggressive campaign like Prime Day affects the entire online market.

On the negative side, there is a certain decline in demand in the days leading up to the event. Similar to Black Friday or other sale events, customers prefer to wait and search for bargains and opportunities.

But it also works as a trends indicator. The good news for e-commerce sellers is that, based on what happened in the last 3 years (2020, 2021, and 2022), it seems we will have a good summer season in e-commerce, despite the post-pandemic slowdown that has been observed for some time.

This assertion is based on eMarketer's report, which compares data from the mentioned periods. It registers an increase in sales that goes together. Leaving aside the exceptional results of 2020 due to the lockdown, we can see that the correlation is almost direct. We can even see how in 2021, Prime Day was surpassed in sales by e-commerce outside the Amazon platform.

Looking at these figures, it seems more than just a rumor that a second round of offers for Amazon Prime users will take place this year.

You can call it Prime Day or, as it seems it will be called, Prime Fall Deal Event, but there is no doubt that in the last quarter of 2023, we will have special autumn discounts with all that entails.

The strategic goal of adding another Prime Day is probably to establish a significant sales milestone during a period that usually sees a decline. Specifically, between summer seasonality and the frenzy of Black Friday, Cyber Monday, and Christmas. The e-commerce calendar is even more compressed and intense towards the end of the season.

The question that remains is how much the market can absorb more promotions and how it will affect sales during the rest of the dates.

One thing is clear: whether you sell on Amazon or not, it is in your interest to pay attention to the moment the announcement is made to be prepared.