Amazon Prime Day Evening Read: UK Sales Rise, US Sales In-Line

July 12, 2016

ChannelAdvisor Scot Wingo By Scot Wingo

Note: This is a special edition of a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and the 2016 schedule  can be found in this post.   

Today, we’re releasing an evening SSS read of Amazon Prime Day. It’s important to note that ChannelAdvisor’s data does not include Amazon’s 1P business, where Amazon is the retailer of record. Amazon’s 1P business includes products like the Echo, Kindle, Fire, etc., which all had pretty significant Prime Day promotions. That being said, many of our customers participated directly in Prime Day deals. Below is what we’re seeing as of 5 p.m. ET. (We will also publish a full Prime Day recap tomorrow morning ET.)

Amazon Prime Day 5 p.m. Update

  • Amazon US SSS Prime Day 2016 SSS remained in-line with Prime Day 2015 as of 5 pm ET. It will be interesting to see if consumers ramp up their shopping tonight before Prime Day promotions expire.
  • Amazon UK SSS grew 12% year over year as of 5 pm ET. With it being so late in the day in the UK, we don’t expect this number to change much.

We saw reports that consumers were having issues with Amazon’s “add-to-cart” functionality, which could have slightly slowed things down this morning. It also appears that Amazon spread out more of its deals this year, with some deals not even starting until tonight (see screen shot below).  We’ll be watching closely to monitor a spike in Amazon US SSS tonight.

Prime Day Photo

An important perspective to keep in mind is that Amazon created this “holiday” out of thin air a year ago, and so far Amazon has replicated the success of last year and grown pretty substantially internationally.

Also this year, the search behavior has changed. Last year, when you clicked on a Prime Day promotion, you saw 5-10 results of Prime deals and then normal non-deal Amazon listings. This year, when you click on a Prime Day promotion, a filter is applied and all you see are Prime Day deals.  This filter could be minimizing the spillover to non-Amazon sellers.

It’s too soon to tell how Prime Day 2016 stacked up against 2015. We’ll be waiting to see what kind of results Amazon publishes tomorrow, and we’ll be reporting a final recap of how Prime Day 2016 performed for our Amazon sellers tomorrow morning. Stay tuned!

This post was written by Scot Wingo, Executive Chairman of ChannelAdvisor.