Prime Day 2020 may have been first in event’s history not to see growth

Amazon Prime Day 2020 may not have been Amazon’s “biggest day ever” for the first time since the event launched in 2015.

The online retailer’s annual shopping festival, which took place over 48 hours last week, is expected to have seen lacklustre sales compared to previous years.

Last week Citi analysts published a note suggesting that this year’s Prime Day may have been dampened by its proximity to the peak shopping season, and drastically altered shopping habits due to the pandemic.

The note cites data from SimilarWeb showing that web traffic remained largely flat compared to Prime Day 2019, when traffic jumped by eight per cent.

READ MORE: Amazon Prime Day 2020 “record-breaking” for SMEs as 3rd party sales jump 60%

It also highlight’s Amazon’s muted language surrounding the event.

While Amazon does not release blow-by-blow figures of its Prime Day events, it has celebrated the “biggest day ever” or “largest shopping event in Amazon history” every year since the event first launched in 2015.

This year however, Amazon made no such claim, focusing instead on the performance of its third-party sellers which it says generated more than $3.5 billion in sales this year.

“Based on the language of Amazon’s press releases and SimilarWeb data, it appears that Prime Day 2020 was not the ‘biggest day ever,’” Citi analysts said.

Despite this analysis, separate data from Digital Commerce 360 has estimated that Amazon achieved $10.4 billion in sales this year, marking a 45.2 per cent increase from a year earlier.

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