Analysis: Prime Day 2021

The sales increase on the two days of Prime Day compared to the days of the previous week was on average:

• Prime Day 1 (June 21): +420%
• Prime Day 2 (June 22): +178%

On the German marketplace, there was even a sales uplift of +488% on the first day compared to the previous Monday. The second deal day was the strongest compared to the previous Tuesday with +261% sales in Spain.

The first day of the Prime Day sales event was everywhere more successful than the second one – except in France. On the German marketplace, sales on the first Prime Day were even almost 2.5x higher than on the second day.

The sales increase in the entire Prime Day week compared to the previous week was +46% on average. 

The sales in the week after Prime Day compared to the sales in the week before Prime Day were on average -19%, but for brands with deals +10%. So there is no negative effect for brands that had deals, but even a positive one. Presumably, they benefit from an improved ranking.

Amazon Advertising played a big role on Prime Day 2021:

Ad spend was +217% higher on the first day of the Prime Day sales event and +168% higher on the second day than on an average day of the month. This meant that 15% of the impressions for the entire month were generated during the two deal days.

The CPC on the first deal day was +33% higher than on an average day in the month, on the second day a click cost even +39% more than normal. The CPC settled at a slightly higher level after Prime Day than before.