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Adobe Digital Insights -- Prime Day Results 2019

As Prime Day comes to a close this year, Adobe Digital Insights recaps day 2 of the summers biggest online retail shopping holiday. From the categories that saw the biggest discounts to which marketing channels drove the highest share of revenue.

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Adobe Digital Insights -- Prime Day Results 2019

  1. 1. PRIME DAY PREDICTIONS | 2019 METHODOLOGY Visit our website: Sign up for email alerts: Follow us: @adobeinsights 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 Adobe Commerce Cloud
  3. 3. PRIME DAY RESULTS | 2019 PRIME DAY 2019 SHOWED ITSELF AS A HOLIDAY FOR ALL RETAILERS • This year all retailers saw a stronger than ever “Halo Effect” from Prime Day. • The big e-commerce competitors revenue lift for this year was the biggest yet at 68% for both days combined. • This year smaller retailers (>$5M in annual online sales) also saw a strong lift at 28% lift over the two days. Methodology: Lift is calculated comparing to an average day in June $1B+ $1B - $5M $5M-
  4. 4. PRIME DAY RESULTS | 2019 CONSUMERS COMPARISON SHOPPED ON DAY 1 AND PULLEDTHE TRIGGER ON DAY 2 • On Day 1 the majority of the revenue increase for retailers was due to the increase in visits as consumers were shopping around to see who had a better deal. • On Day 2 as the deadline approached consumers came to the retail websites with the intent to purchase after having done the research over the last two days. Methodology: Lift is calculated comparing to an average day in June
  5. 5. PRIME DAY RESULTS | 2019 PHYSICAL LOCATIONS GAVE RETAILERS AN EDGE, STILL NEEDTO UPSELL • Consumers continue to use Buy-Online-Pick-Up-In-Store (BOPIS) for less expensive items that result in a smaller average order value, but BOPIS AOV saw a growth of 12% on Prime Day, vs. 9% growth on non-BOPIS AOV • The smaller AOV indicates retailers should work to upsell when the customer gets in the store $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00 BOPIS AOV NON-BOPIS AOV Prime Day AOV Comparison for BOPIS and Non-BOPIS (Source: Adobe Analytics) PRE-PRIME PRIME DAY
  6. 6. PRIME DAY RESULTS | 2019 EMAILWASTHE DIFFERENTIATOR OF SUCCESS ON PRIME DAY • Retailers who showed the highest share of their revenue coming from their email campaigns saw a significant Halo effect this year over both days (50% and 54%) • Retailers who don’t have a good email strategy lagged behind at 17% lift and 29% for both days respectively. 7.3% INCREASE IN SHARE OF ORDERS ON PRIME DAY Methodology: Lift is calculated comparing to an average day in June
  7. 7. PRIME DAY RESULTS | 2019 BEST PRIME DAY DISCOUNTS FOUND ON ELECTRONICS • Electronics topped the list of best discounts at 10% • Jewelry and home goods were close behind at 9% and 8% respectively • Within electronics, smart items had the best discounts, specifically smartphones, smartTVs, and smart watches 0% 2% 4% 6% 8% 10% 12% HOME GOODS JEWELRY ELECTRONICS Prime Day Discounts by Category (Source: Adobe Analytics)