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Another look at Amazon Prime Day


Amazon provided some general data on the performance of Prime Day, but now more information is coming out courtesy of several third-party analysis providers.

According to Hitwise, a division of Connexity, registered 81.6 million visits from U.S. mobile and desktop browsers on July 12 (date of the second annual Amazon Prime Day). While impressive, Hitwise finds the number of visits to the website fell about 6% below the 86.4 million visits it estimated the e-tail giant received on the first Amazon Prime Day (July 15, 2015) when there were an estimated 86.4 million visits.

However, Hitwise cautioned that the decline in visits to did necessarily not translate to a decline in transactions, and could also be a sign that customers are increasingly supplementing their browser sessions with Amazon’s mobile app.

Compared to the same day the previous week, Hitwise data indicates online visits to were up 57% on Prime Day. Walmart, which began offering free 30-day memberships to its competing ShippingPass service in the lead-up to this year’s Prime Day, saw visits to its e-commerce site on July 12 increase a relative 21% from the same date a week earlier.

Meanwhile, data from 1010data demonstrates that Amazon devices and products claimed 60% of the top 20 items sold on Prime Day this year. For example, Amazon gift cards were among the top five items sold, while the new 8GB Amazon Fire Tablet was the top-selling item.

Additionally, 30% of the top 1,000 items were Amazon products. Category items such as cell phones and mobile apps made up most of the top 1000 items sold, even though none of the top products sold came from those categories. Home, kitchen and electronics dominated, while women’s wallets saw similar results.

Adobe Digital Insight provided a final update to initial social sentiment data it released on July 12. Results indicate consumers were happier with Prime Day than they were in 2015. Thirty-nine percent of overall sentiment around Amazon Prime Day was related to sadness, compared to 50% the prior year. Joy reached 30%, compared to 23% in 2015. Another 22% of social sentiment was attributed to admiration and 9% to surprise. Later in the day, the main contributor to sadness surrounded more of the “odd deals” that started to surface, along with people having issues adding items to their cart and checking out, compared the lack of blockbuster deals dominating negative social sentiment in 2015.

The top products overall receiving positive attention were 4K TVs, Amazon Echos, Amazon Kindles, pressure cookers, OnHub, and XBoxes. Prime Day received 200,000 total mentions on social media. California, New York, Texas, Florida, and Washington were the top U.S. states engaged in Prime Day on social media. Similarly, the preceding year, Californians talked about Amazon Prime Day the most with New Yorkers coming in second.
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