Amazon Prime Day 2019 electronics discounts averaged just 4.5%

Amazon Prime Day 2019 saw sales increase by as much as a third year-on-year according to new research.

Sales rose to around $5.3 billion this year, up from an estimated $3.9 billion in 2018, according to an analysis of the event conducted by Coresight Research and DataWeave.

The retailer does not officially release sales statistics for its Prime Day events, but third-party data analytics companies have become increasingly adept at providing accurate estimates.

Coresight reportedly used a proprietary data set of prices in a range of categories, and analysed the level and distribution of discounts on the retailers site during its 48-hour Prime Day event, comparing them to prices before the event.

On July 15, the first day of the shopping bonanza, 23.6 per cent of electronics products were offered at lower prices than on July 8, but 13.2 were offered at higher prices.

READ MORE: Amazon Prime Day 2019 breaks new records taking in more than Black Friday and Cyber Monday combined

Though the discounts ranged from 0.01 per cent to just under 20 per cent in the category, they had an average of just 4.5 per cent.

During the second day the number of items discounted rose to 28.3 per cent, however the number of items offered at higher prices also rose to 14.2 per cent, while average discounts rose to 5.1 per cent.

Across the two-day period only 3.8 per cent of products in the category has a price difference of more than one dollar.

For health and beauty care items, discounts were just 8.8 per cent on the first day, rising to nine per cent on the second, with 8.2 per cent of products having a discount of more than 8.2 per cent.

This was higher in both men’s and women’s fashion categories, with men’s discounts across the two days averaging 11.15 per cent, and women’s topping 18.7 per cent on day one, dropping to 14 per cent on day two.

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