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.

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 Adobe Commerce Cloud

3. PRIME DAY RESULTS

4. 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-

5. 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

6. 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

7. 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

8. 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)

9. ADOBE ANALYTICS