Second Prime Day event drives mobile app usage

New data released exclusively to Chain Store Age reveals Amazon’s second Prime Day sales event had a “halo” effect for mobile shopping apps.

According to the data from mobile analytics platform Adjust, during the Amazon Prime Early Access Sale, held Oct. 11-12, 2022, e-commerce app installs only increased slightly (1%), compared to the install rate during the Amazon Prime Day sale in July 2022.

However, Adjust data also indicates e-commerce app usage was higher. Global sessions of e-commerce apps during the two-day Prime Early Access Sale shopping extravaganza in October were 7% higher than sessions during Prime Day in July, according to Adjust.

Shoppers also spent more time on e-commerce apps. The average session length for e-commerce apps recorded by Adjust on Prime Day in July was 10.77 minutes, which jumped to 11.34 minutes during the Prime Early Access Sale in October.

Getting a little more granular and breaking the data down by sub-vertical, Adjust data also shows sessions of shopping apps during the Prime sale in October were 13% higher than Prime Day in July. Adjust analysis also reveals consumers spent 12.08 minutes on shopping apps during Prime Early Access Sale in October, which is 1.21 minutes more than the time spent during Prime Day in July.

Sessions of online marketplace apps also rose 5% during Prime Early Access Sale in October, compared to Prime Day in July. While the session length for marketplace apps averaged at 10.92 minutes during Prime Day in the summer, it climbed to 11.25 minutes on October 11 and 12, Adjust said. 

[Read more: Prime Early Access Sale doesn’t match Prime Day results]

“As holiday sales and the shopping season’s peak move earlier each year, e-commerce apps must boost their marketing efforts around this time,” Natalie Portier, Regional VP Americas at Adjust, said in exclusive commentary to Chain Store Age. “It could prove highly beneficial for mobile marketers to amp up their retention strategy now to hang on to expensive new users.

Specific Adjust data points on global installs and sessions of mobile shopping apps during Amazon Prime Early Access Sale and Prime Day 2022 include:

Installs

• Global installs of e-commerce apps on Prime Day in July were 1% higher than Prime Day in October.
• Global installs of shopping apps on Prime Day in October were 4% higher compared to Prime Day in July 2022.
• Installs of marketplace apps on Prime Day July were 7% higher compared to Prime Day October 2022.
• Installs of deal discovery apps on Prime Day October grew by 3%, compared to Prime Day in July 2022.

Sessions

• Global sessions of e-commerce apps on Prime Day October increased by 7%, compared to Prime Day in July 2022.
• Sessions of shopping apps on Prime Day October were 13% higher than Prime Day July 2022.
• Sessions of marketplace apps also rose 5% on Prime Day October, compared to the event in July. 
• Sessions of deal discovery apps on Prime Day October grew by 1% compared to Prime Day July 2022.