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Study: The top-selling categories on Prime Day were…

Amazon’s 36-hour mega-sale not only brought in record sales, it also underscored the online giant’s fight for dominance in home improvement, grocery and private label.

Amazon previously said it sold more than 100 million products on Prime Day. New data from Profitero sheds light on which categories shined brightest during the event.

Analyzing eight categories in the U.S., Profitero found that Amazon’s sales nearly tripled during Prime Day, compared to average daily sales the week leading up to the event. Not surprisingly, electronics was the clear winner with sales spiking 215% on Prime Day versus sales for an “average” day.

More surprising, however, was the lift seen in the home improvement category as sales surged 200% higher than normal. Some brands saw sales grow by 30 to 40 times or more. The five brands that saw the biggest Prime Day boost: #1 Etekcity; IgotTech; #3 Nexx; #4 GunVault; and #5 GerberGear (+2,718%).

Amazon’s growing focus and promotional efforts this Prime Day on everyday household products — such as beauty, grocery and pet — didn’t go unnoticed either. Beauty sales increased by 186% and pet sales went up by 134%. Grocery sales more than doubled (+108%) on Prime Day compared with a typical day.

Other key findings from Profitero’s study:
Amazon aims to put Alexa everywhere: Amazon’s deep discounts on its own brand electronic gadgets paid off big, further extending the reach of its voice-assistant platform. For example, sales of Amazon’s Alexa-integrated Cloud Cam shot up 1,386% (15 times  higher than normal) on Prime Day when it was offered at $59.99 (half off the regular price of $119.99). Another bestseller — Fire TV with 4K Ultra HD and Alexa Voice Remote — had a 306% sales lift.

•Amazon’s private label push pays off:  Amazon’s private label Wag dog food rocketed up the best-seller ranks in the U.S. following a 30% discount on all 5 lb. bags. An even heftier 40%-off could be had for shoppers who signed up for subscribe & save — a crafty way to hook customers after the trial incentive.

By 2pm EDT on July 17, Amazon owned the “Amazon’s Choice” badge for dog food. These findings show just how serious Amazon is about penetrating some of the highest-velocity consumable categories.
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