Prime Day had a positive impact on app performance.
The blockbuster performance of the Amazon PrimeDay 2023 online sales extravaganza extended to mobile apps.
According to new data released exclusively to Chain Store Age from mobile analytics platform Adjust, Amazon Prime Day 2023 created a significant “halo” effect for mobile commerce apps.
Overall, the promotional event was a significant success, with Adobe Analytics analysis indicating consumers spent $12.7 billon online during the July 11-12 Prime Day event in the U.S., representing 6.1% growth YoY and setting a new record for Prime Day.
In addition, analysis from Numerator reveals that the average order size for Prime Day 2023 was $54.05, up 3% from $52.26 during Prime Day 2022. Numerator data also shows that average household spend reached roughly $155.67, up 7.6% YoY from $144.56. Average price per item was $32.35, down 3.8% YoY from $33.58, suggesting inflation was not a primary driver of increased order sizes and household spending.
Prime day mobile halo shines
However, Adjust data reveals that mobile commerce apps received a significant “halo effect”(positive correlating performance metrics) from the Prime Day event. Following are Adjust findings on U.S. installs and sessions of several different categories of mobile commerce apps during Prime Day 2023:
Compared to the first half 2023 average, installs during Prime Day 2023 increased by 40%.
Prime Day in 2023 saw a significant 455% increase in installs compared to the same event in July 2022.