Prime Day pummelled by Black Friday
Amazon’s first-ever Prime Day failed to overtake Black Friday as the preferred shopping day of the year, according to data from ad tech firm Magnetic.
Amazon’s first-ever Prime Day failed to overtake Black Friday as the preferred shopping day of the year, according to data from ad tech firm Magnetic.
Amazon’s first-ever Prime Day failed to overtake Black Friday as the preferred shopping day of the year, according to data from ad tech firm Magnetic.
While Prime Day, which saw Amazon Prime members snapping up special deals in honour of the subscription service’s 20th birthday, boosted global order growth by 18%, search volume for last year’s Black Friday was 4.5 times higher.
In addition, search volume was nearly seven times higher in the week leading up to Black Friday, while product searches for items like television and laptops saw spikes three to five days ahead of the post-Thanksgiving rush, compared to just one day ahead for Prime Day.
Nearly six times as many unique users searched for Black Friday in the week leading up to the event than searched for Prime Day in the same time period.
Soo Jin Oh, SVP of data business and ad operations at Magnetic, said: “It will be difficult for [Amazon] to ever exceed Black Friday, as it comes with decades of tradition.
“Prime Day was very much geared towards promoting Amazon’s own subscription service, and many of the deals promoted their own products, such as the Kindle. This kept the day very contained within the Amazon environment, and may have contributed to the consumer disappointment that was expressed across social media.”
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