Amazon Prime Day 2019 in numbers: how much will Amazon get out of it?

Given that Amazon has officially extended Prime Day to a two-day event this year, it will not be surprising that the retailer inevitably announces that it has set a new sales record. Chances are that this will happen even though Prime Day 2019 was a one day event, given the consumer enthusiasm sparked by the discount shopping festival.

But there is much more to say when you exceed the initial sales figures.

Last year, Amazon sold more than 100 million products during the First Day celebration. Even after adjusting to last year's 36-hour sales period, sales surpbaded Cyber ​​Monday, Black Friday and Prime Day 2017 (which in itself improved by 60% over 2016).

The company did not report total sales in dollars last year and will likely not do so this year. IgnitionOne, a company specializing in technology and marketing services, estimates however that Amazon will generate a $ 6.1 billion business turnover on Prime Day 2019, an improvement of $ 2 billion per year. compared to last year.

One of the reasons Amazon does not complain about these numbers is that impulse buying often generates returns. According to Adobe Analytics, returns of items purchased during Prime Day increased by 30% last year.

And while Prime Day may have begun to serve as a vehicle to increase subscriptions to Amazon's multi-dash membership service, it has since become a day that also benefits the company's competitors.

Target, Walmart, Ebay and more all offer their own sales at the same time as Prime Day. And they are better at attracting online shoppers to their sites. Adobe expects a 79% increase in sales this year for large retailers, a significant improvement over the 60% increase recorded the previous year.

"The big e-commerce competitors have been more successful in taking advantage of this artificial holiday," said Taylor Schreiner, senior badyst at Adobe Digital Insights (ADI). "After all, they now have almost five years of practice to convert Prime Day traffic."

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