CSA Exclusive: Prime Big Deal Days creates mobile ‘halo effect’
New data shows that Amazon Prime Big Deal Days was a more mobile-centric event than this year’s Amazon Prime Day.
According to new analysis released exclusively to Chain Store Age from mobile analytics platform Adjust, the Prime Big Deal Days sale held Oct. 10 -11 produced a significant “halo effect” (positive correlating performance metrics) for mobile commerce apps.
Following are Adjust findings on U.S. installs and sessions of several different categories of mobile commerce apps during Prime Big Deals Day 2023, compared to both its October 2022 Prime Early Access Sale (the precursor to Prime Big Deal Days) and July 2023 Prime Day promotion:
E-commerce
Installs
- Installs for e-commerce apps during Prime Big Deal Day 2023 were 30% higher than the Prime Early Access Sale in October 2022.
Sessions
- Sessions for e-commerce apps during Prime Big Deal Day 2023 were 12% higher than Prime Early Access Sale in October 2022.
Shopping
Installs
- Installs for shopping apps were 3% higher during Prime Big Deal Day 2023 compared to Prime Early Access Sale in October 2022.
Sessions
- Sessions for shopping apps were 18% higher during Prime Big Deal Day 2023 compared to Prime Early Access Sale in October 2022.
Session lengths
- During Prime Big Deal Days 2023, users had longer session lengths on shopping apps compared to Prime Day in July 2023. The average session length for Prime Day 2023 was 8.81 minutes, while during Prime Big Deal Days it increased to 9.22 minutes.
Deal discovery
Installs
- During Prime Big Deal Days 2023, installs for deal discovery apps were 25% higher compared to the Early Access Sale in October 2022.
Sessions
- During Prime Big Deal Days 2023, sessions for deal discovery apps increased by 22% compared to Prime Early Access Sale in October 2022.
[Read more: Amazon Prime members save over $1B during Prime Big Deal Days]
“Prime Day wasn't just a success for Amazon; it was a success for e-commerce overall,” said Lou Hong, VP of marketing at Adjust. “During Prime Big Deal Days, Adjust's data shows global installs for e-commerce apps 114% higher than Amazon's Early Access Sale last October. This significant growth underscores the broader trend of consumers increasingly relying on mobile for shopping and increasingly deal discovery."