Amazon Advertisers Up Spend During Two Days Of Prime
Kenshoo clients running Amazon Advertising during the two Prime sale days spent 3.8 times more on advertising versus the daily average of the 30 days leading up to Prime Day 2020, according to the company’s analysis.
Amazon did not confirm total sales in a press release, but Jeff Wilke, CEO Worldwide Consumer at Amazon, said sales surpassed $3.5 billion — up 60% from last year.
Wilke, who plans to step down in 2021 to retire, said Prime members saved more than $1.4 billion.
Kenshoo analyzed advertising performance for Prime Day. It turns out that conversions driven by advertising rose 2.6 times, compared with the 30 days leading up to the two day event. Advertiser sales revenue rose 4.9 time with average order size up 91%.
While the 2.6-times lift in conversion rate during the previous 30-day average was a big contributor to advertiser success, Kenshoo notes.
Computers and consumer electronics brands spent more on Amazon Advertising than other verticals during Prime Day.
- Computers & Consumer Electronics made up 23% of spend, compared to 13% for the previous 30 days
- Computers & Consumer Electronics made up 17% of conversions, compared to 8% for the previous 30 days
- Computers & Consumer Electronics made up 54% of sales, compared to 26% for the previous 30 days