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Analysis: Prime Day a success in the eyes of consumers


Amazon's third annual shopping event scored big with those who counted most, according to InfoScout and Market Track’s survey of shoppers on Prime Day.

Not only did a majority of shoppers make a purchase, but they also had positive reviews of the selection of products offered, pricing, and their willingness to continue shopping Prime Day in the future. In survey results, 52% of respondents agreed that Prime Day offered the lowest prices of the year, and 87% agreed that they would continue to shop Amazon Prime Days if they have them. Seventy-percent of survey respondents agreed that Prime Day offered a great selection of products.

"Many of the concerns consumers expressed on social media about the first two Prime Day events — specifically, the product selection — seem to be an afterthought," commented Ryne Misso, director of marketing at Market Track. "Shoppers had a more positive reaction to the deals available this year. Whether that’s a testament to better products being featured, or to Amazon’s efforts to improve the overall Prime Day shopping experience, perception seems to have shifted."

According to Misso, the survey data from Prime Day shows Amazon has solidified Prime Day as an annual event that shoppers will mark on their calendars.

"Close to nine out of 10 shoppers intend to shop Prime Day in the future, should Amazon continue to have the sale," he said.

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