Amazon Prime Big Deal Day Results: Analysis & Key Insights for 2023
Mary Beth Wilson
Oct 17, 2023
4 min Read
Kicking off the holiday season with a bang, Amazon Prime Big Deal Days proved to be a success, despite the Consumer Price Index rising in September. While most experts predicted a reluctance to spend, mimicking last year’s Prime Early Access Sale, this year’s fall event surpassed last year’s with Prime members saving over $1 billion across millions of deals.
Taking place on October 10th and 11th, this event marked the second year in a row that Amazon set the stage for the holiday shopping season with exclusive offers for its Prime members.
Deals and Steals
Much like July’s Prime event, Amazon Prime Big Deal Days shoppers are leaving highly satisfied, with 58% expressing their contentment with the offers they saw. Eager for more ways to save, over half took the extra step of comparing prices at other retailers before making their Amazon purchases, especially when it came to gifts. Some of the most sought-after deals included Apple AirPods Pro (2nd Generation), BISSELL Little Green Multi-Purpose Portable Carpet & Upholstery Cleaner, and Crest 3D Whitestrips.
Amazon has made big strides in becoming the fastest delivery network. On the first day of Prime Big Deal Days, U.S. Prime members witnessed the power of rapid deliveries in action. More than 25 million items were purchased with same-day or next-day delivery, and hundreds of thousands of these items reached customers' doorsteps within a mere four hours of purchase. Perhaps the most astonishing feat was a delivery in Ohio that took just 54 minutes from order placement at 7:20 AM ET to doorstep delivery at 8:14 AM ET. The items ordered were a pasta attachment for a KitchenAid stand mixer and "The All New Ball Book of Canning and Preserving."
Top Categories Signify Early Holiday Trends
The choices made by Prime shoppers during Amazon Prime Big Deal Days reveal promising early holiday shopping trends. The top categories that commanded their attention were notably consistent with the spirit of gift-giving. Among these, shoppers showed a penchant for Apparel, Beauty, Home, and Toys, underlining their eagerness to kickstart the holiday season with thoughtful and delightful presents for loved ones. As these categories took center stage during the event, it's clear that Prime members are already preparing for the festive season in style, focusing on items that are bound to bring joy and smiles to their friends and family.
Advertising Performance Soars During Prime Big Deal Days
The advertising landscape during Amazon Prime Big Deal Days showcased impressive trends and insights when compared to data from just two days before the event. According to the Amazon Market Index 500 (AMX500), numbers revealed a substantial surge in advertising impact, with a 77.4% increase in impressions and a 50% surge in paid clicks. While the click-through rate experienced a modest dip of 15.4% to 0.30%, the conversion rate painted a brighter picture, surging by 24.2% to an impressive 11.6%. This success was not without its costs, as advertising expenditures shot up by 63.7%, primarily attributed to more substantial budgets and pricier click rates, which were 9.1% higher. However, the increased investment paid off handsomely, leading to a remarkable 86.4% increase in paid orders and a staggering 104.5% growth in paid sales.
Holiday Shopping is Officially Underway
With Amazon Prime Big Deal Days now in the rearview mirror, the holiday shopping season has kicked off with a bang. To make your mark during the Black Friday Cyber Monday shopping frenzy, it's crucial to captivate the attention of eager shoppers and turn browsing into buying. Elevate your product detail pages (PDPs) with high-quality images and videos that not only showcase your items, but tell a compelling story. Engage your audience with interactive media assets that invite exploration and immersion, ensuring a memorable eCommerce experience that turns shoppers into loyal customers.