Тhe aftermath of Amazon Prime Day 2021

In our previous Amazon Prime Day blog post we discussed the choice brands have to make on whether or not to invest in this event which is full of unknowns. Since a handful of large retailers were also offering rival sales events: Target’s Deal Days ( June 20-22), Best Buy’s Bigger Deal Savings Event (June 20-23), and Walmart’s annual Deals for Days (June 20-23), many other businesses of different scale followed this pattern using their own platforms for offering deals, bundles, and discounts around the same time as Amazon’s Prime Day.

Amazon Prime offers shopping and entertainment to more than 200 million paid members around the world. Since data* suggested that people were itching to spend, this year the retailer offered more than 2 million deals, which makes it the largest Prime Day according to Amazon since it began in 2015. As Amazon makes the same proclamation every single year, this year it’s worth seeing what’s really happening. 

This year Amazon invested billions in the success of its selling partners. Two weeks before Prime Day 2021, Amazon supported small business sellers with the Amazon-funded Spend $10, Get $10 promotion. With customers spending over $1.9 billion on more than 70 million small business products during the promotional period the campaign was a big success.

Last year’s Amazon annual mega-sale was pushed from summer to autumn due to the pandemic. In 2020, Amazon Prime customers still saved $1.4 billion when they shopped the Prime Day sale. Adobe Analytics tracked $10.4 billion in sales over the 2020 October event. This year, the sale was back to its summer roots and took place on June 21 and June 22 with $11 billion in sales. The very slight increase in sales gave birth to the rumour that we may witness a second Prime Day in October 2021.

More than 50% of U.S. consumers (especially higher-income millennials) answered that they planned to spend extra cash by splurging or treating themselves post-Covid. In a recent survey* about consumer sentiment during the pandemic, Prime members in 20 countries shopped more this Prime Day than any previous Prime Day. Even when the Prime Days are over on paper, many of the most popular Prime Day deals are still available right now. On top of everything this year, Amazon has revealed the list of Prime Day’s best-selling products.

How did car owners win the Prime Day drive this year?

Even though Amazon doesn’t often lower the prices on auto parts, tools and other frequently found-in-the-garage items, this Prime Day was a huge success in this category too (compared to previous years). There were deals everywhere – even outside Amazon. A good example is Walmart’s ’ ”Deals for Days” Tyre & Auto Sale landing page, where shoppers could discover deals that Amazon couldn’t beat.

On Prime Day some of the best-selling products with good discount were, as you would expect, Amazon’s own products. In the automotive sector that was Echo Auto followed by 31% off, plus an additional 5% with coupon on LED Headlight Bulbs and 38% off on Portable Jump Starters. Battery Maintainers and Portable Tyre Inflators/Air Compressors were following closely with all kinds of mechanic’s tools and car covers. Additionally, there were savings of up to 25% on Automotive Parts and Accessories from Amazon Warehouse Deals, with added discount at the checkout.

Even if you’re not a Prime member, you can still find good deals. Shopping around to find the best Prime Day deals is always a good idea – because some may not even be on Amazon at all, but on other sites hoping to benefit from the Prime Day halo effect.

If you want to know more about how to grow your online aftermarket presence or to ‘digitalise’ your sales and distribution, feel free to contact us.

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*McKinsey survey


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