Amazon Prime Days sees 35% sign-ups from small towns

Helen Aguilar
July 21, 2018

"Prime only recently launched in Australia yet we were thrilled to see the number of Australian members visiting to make the most of the great savings available to them on Prime Day", said Rocco Braeuniger, Amazon Australia's country manager.

Thousands of Amazon workers went on strike in Spain and Germany on Tuesday in protest at their working conditions as the retail giant staged its Prime Day sales event, unions said.

By Tuesday morning, shoppers had already bought "millions" of Alexa-enabled devices, with the top-selling products being the Fire TV Stick with an Alexa Voice Remote, the Echo Dot, and the Fire 7 tablet with Alexa, according to the company.

Other best-sellers ranged from tech products like phone chargers, SD cards, and Phillips Hue light bulbs, to home products like vacuum cleaners and laundry detergent, to video games and PlayStation memberships.

Specifically, of the 100 million items Amazon sold during the 36-hour event, the "PC and accessories" category accounted for 5 million of them.

While Amazon doesn't disclose sales figures for Prime Day, Deborah Weinswig, CEO of Coresight Research estimates it will generate $3.4 billion in sales worldwide, up from an estimated $2.4 billion past year.

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Besides its impact in terms of sales - Bloomberg Intelligence estimated it would generate as much as $3 billion in sales this year - Prime Day is also becoming a major digital ad event, reports BIScience, a global competitive media intelligence platform.

The company did not provide total sales figures for the event, which was open only to members of its Prime subscription service across 17 countries, up from 13 past year. For the first time, Prime members celebrated Prime Day at Whole Foods Market where they saved millions of dollars with extra Prime Day deals.

Past year millions of shoppers signed up for Prime membership on Prime Day, helping to increase the total number of Prime subscribers to over 100 million as of April 2018.

Sales in USA have exceeded sales from past year for same timeframe despite a glitch on the website that periodically kept shoppers from making purchases. "[This year, ] we tripled our inventory and our sales have more than doubled", he says. Growing at an impressive rate of 60% year-on-year, Prime Day sales in 2017 overtook Black Friday and Cyber Monday 2016 as the biggest online shopping event for the e-commerce retailer.

The outage is likely due to the vast customer response to Prime Day, where Amazon promises Black Friday-like discounts in the middle of July. Prime Day is a benefit exclusive to Prime members, which means non-Prime customers had to subscribe to the service - albeit with an optional 30-day free trial - to access the deals. Analysts, meanwhile, saw other things Amazon could have done better, like discounting more fashion brands and taking more advantage of its acquisition of Whole Foods.

How long does the Amazon Prime day last? People love to comparison shop, with many turning to Amazon's competitors to compare deals and prices.

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