Prime Day is one of the largest shopping days each year. Adobe Digital insights dives into the data around Amazon's Prime day, to measure exactly what kind of impact this brand created shopping day has on online shopping.

2. PRIME DAY PREDICTIONS | 2019
METHODOLOGY
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Most comprehensive report of its kind in industry
Based on analysis of aggregate and anonymous data via:
• Daily revenue model based on analysis of more than 1 trillion visits to the U.S. based on retail websites
• Product and pricing insights based on analysis of sales of more than 55 million unique products
• Adobe Analytics measures transactions at 80 of the top 100** retailers on the web in the U.S.
Adobe Advertising Cloud
** Source: Adobe Analysis of Internet Retailer 2018
Adobe Experience Cloud Adobe Analytics Cloud

3. PRIME DAY PREDICTIONS | 2019
KEY FINDINGS
State of E-commerce
• E-Commerce Growth Continues Strong in H1 2019 with +12.8%YoY
• Mobile is Not JustThe FutureOf E-Commerce, It’s the Present
• Dollars Spent on SmartphonesWill Surpass Desktop In 2022
Prime Day
• The Retail Giants Will See their Best Prime DayYetThisYear
• Retail Giants Are Learning HowTo Convert Prime DayTraffic
• Every RetailerThat’s Growing Will Experience the Halo Effect
• Physical Locations Give an EdgeOn Prime Day
• EmailWill Be the Key to a Successful Prime Day
• Heightened EngagementWithVideoAds
• The Demographics Of Prime Day Skew Middle Class And Urban
• Electronics, And Smart Devices In Particular, Will SeeThe Best Prime Day Discounts
• Deeper Discounts Don’tAlways Mean More Sales
• Return Rates Increase for Purchases Made on Prime Day

4. STATE OF RETAIL

5. PRIME DAY PREDICTIONS | 2019
E-COMMERCE GROWTH CONTINUES STRONG IN H1 2019 W/ +12.8%
YoY• Q1 saw a slow down in growth compared
to a year ago at 11.6%YoY.
• Consumers picked up their online
spending in Q2 to drive a strong 14%
growth over the same period in 2018.
• Overall, E-commerce growth is not
showing signs of slowing down. H1
combined grew at 12.8%YoY.
• We expect strong double digit growth
going into Q4 and the holiday shopping
season.

6. PRIME DAY PREDICTIONS | 2019
SMARTPHONES AREN’T JUSTTHE FUTURE OF E-COMMERCE,THEY’RE THE
PRESENT
• Smartphone is here and now.The
vast majority of visits to retail
websites come from mobile
devices.
• Consumers are shopping and
researching on the go, whenever
and wherever they’d like.
• Capturing, directing and
converting mobile traffic is
imperative for a growing retailer.

7. PRIME DAY PREDICTIONS | 2019
DOLLARS SPENT ON SMARTPHONES WILL SURPASS DESKTOP IN
2022
• While smartphones are the devices
of e-commerce research, the last
step is still mostly completed on
desktops.
• About $1 in $3 is spent online
through smartphones.
• We project the smartphones to
become the primary device for
checking out by May 2022, and will
account for more than 50% of
revenue by the end of that year.

8. PRIME DAY PREDICTIONS

9. PRIME DAY PREDICTIONS | 2019
RETAIL GIANTS WILL SEETHEIR BEST PRIME DAYYET
• Online retailers are seeing an
increasingly strong “halo effect” on
Prime Day.
• The big e-commerce competitors are
becoming better and better at
reaping the benefits of this artificial
holiday, indicating Prime Day isn’t
just an Amazon holiday anymore.
• We predict the revenue lift for this
year to be stronger than ever at 79%.

10. PRIME DAY PREDICTIONS | 2019
RETAIL GIANTS ARE LEARNING HOWTO CONVERT PRIME DAY
TRAFFIC
• The big retailers’ edge lies in their ability to better
convert the traffic they get on Prime Day:
conversion accounts for 70% of the Prime Day lift
for the big retailers.
• An influx in visits is also contributing factor on Prime
Day, although a much smaller one.
• Over the past 3 years the big retailers have
improved significantly how they convert the traffic
on Prime Day.

11. PRIME DAY PREDICTIONS | 2019
RETAILERS THAT ARE GROWING WILL EXPERIENCE A HALO EFFECT
• Retailers in the average and above average growth buckets saw a revenue lift greater than 15% on Prime Day.
• Retailers who are growing below the industry benchmark saw almost no lift on Prime Day.

12. PRIME DAY PREDICTIONS | 2019
PHYSICAL LOCATIONS GIVE AN EDGE ON PRIME DAY
• Consumers usually use Buy-
Online-Pick-Up-In-Store
(BOPIS) for less expensive
items that result in a smaller
AverageOrderValue.
• Prime Day brings BOPIS order
values up closer to the online
average.

13. PRIME DAY PREDICTIONS | 2019
EMAILWILL BETHE KEYTO A SUCCESSFUL PRIME DAY
• Retailers who showed the highest share of their
revenue coming from their email campaigns saw a
significant Halo effect last year.
• Retailers with a poorly developed or completely
undeveloped email channel saw zero lift on Prime
Day.
• Overall, the email channel saw an 8.8% increase in
order share on Prime Day.
8.8
%
INCREASE IN SHARE OF
ORDERS ON PRIME DAY

14. PRIME DAY PREDICTIONS | 2019
HEIGHTENED ENGAGEMENT WITHVIDEO ADS
• While video advertising CPMs
stay relatively flat for Prime
Day, engagement is
heightened, with click-through-
rates up 55% and viewable
completion rates up 20%
• This engagement lift is
primarily driven through
desktop, indicating advertisers
should focus their energy here
rather than mobile

15. PRIME DAY PREDICTIONS | 2019
THE DEMOGRAPHICS OFTHE
“PRIME DAY HALO EFFECT”
SKEW MIDDLE CLASS AND
URBAN
• Some of the major cities with the biggest Prime Day
lift:
• Baton Rouge, LA
• Mooresville, NC
• Long Beach, CA
Methodology: analysis based on Census county data combined
w/ Adobe Analytics

16. PRIME DAY PREDICTIONS | 2019
WHERETO FINDTHE BEST PRIME DAY DISCOUNTS
• The best deals on Prime Day can be
found on electronics, apparel, and
home goods
• Discounts on home goods and
electronics are on par with discounts
found on Cyber Monday, while
Prime Day apparel and linen
discounts outpace holiday discounts
• Look for the steepest electronic
discounts on smart items,
specifically watches,TVs, and home
accessories

17. PRIME DAY PREDICTIONS | 2019
DEEPER DISCOUNTS DON’T ALWAYS MEAN MORE SALES
• Consumers are most discount sensitive toward toys and home/garden goods, but steeper discounts on
appliances, personal care products, and groceries doesn’t necessarily indicate more purchases
• Items in the $50-$100 bucket see the strongest relationship between discount and units purchased

18. PRIME DAY PREDICTIONS | 2019
RETURN RATES INCREASE FOR PURCHASES MADE ON PRIME DAY
• In 2018 there was a 30% increase in returns for items purchased on Prime Day, indicating that consumers are
quick to buy items they don’t ultimately want