Amazon Prime Day 2024 Recap: 7 Marketing & Advertising Tactics for Brands
Ever wondered what drove the record-breaking $14.2 billion 亚马逊 Prime Day sales? So did we.
By diving into multiple reports and leveraging insights from our own DataOwl, we’ve decoded the consumer behavior trends behind Amazon's biggest sale. From this analysis, we’ve developed actionable tactics for brands to replicate and surpass this success in the next Prime Day.
Read on to discover these insights and start crafting your unbeatable Prime Day 2025 strategy today.
Daily Sales and Total Sales from Prime Day 2024
Yes, you read it right. Prime Day 2024 did report $14.2 billion in total sales, according to Forbes . The first day of Prime Day alone saw $7.2 billion in online sales, based on Reuters ' report. This significant increase from previous years underscores the event's growing influence and consumer demand.
Numerator also shared that the average order size was $57.97, with households typically spending around $152.33 during the event. Nearly two-thirds of the items sold were priced under $20. This indicates that while shoppers were inclined to make multiple purchases, they were also highly responsive to lower-priced deals.
This balance between high-volume, low-cost items, and overall household spending highlights the strategic importance of offering a mix of affordable and higher-value products to attract a broad range of customers during peak shopping events like Prime Day.
Best-Selling Products and Category Trends
Amazon Fire TV Sticks, Premier Protein Shakes, and Liquid IV Packets are the top-selling items during Prime Day 2024. Leading categories included Apparel & Shoes (30%), Home Goods (26%), and Household Essentials (25%). Emerging categories like health and wellness products (21%) and smart home devices (19%) also saw notable sales increases. Other standout products included the Fitbit Charge 6, AeroGarden Harvest, TaylorMade TP5 Golf Balls, and Sports Research Vitamin D3.
This indicates a broad range of consumer interests, from tech gadgets and nutritional products to home and office essentials, reflecting diverse shopping behaviors during the event. Some of our sources emphasize tech and home essentials, while others highlight a wider array of categories, suggesting variability in consumer priorities and interests.
Prime Day 2024 Shopper Demographics
Prime Day 2024's primary shoppers were high-income, suburban females aged 35-44. These tech-savvy individuals juggle busy lives and actively seek out the best online deals. Geographically, suburban areas dominated Prime Day activity, with significant participation from urban regions. Rural areas also took part, but to a lesser extent, highlighting a strong suburban and urban consumer base.
Since most Prime Day shoppers fall into the high-income bracket, this reflects a readiness to invest in valuable deals. This demographic's purchasing power also underscores the importance of targeting affluent consumers during major sales events.
Our Prime Day 2024 Performance Recap from DataOwl
Using DataOwl, we’ve uncovered significant insights and key metrics across all our accounts. This year, we saw a notable improvement in conversion rates (CVR) compared to 2023, both before and during Prime Day. However, the cost per click (CPC) was 16% higher, highlighting increased competition. Cost per acquisition (CPA) also rose by approximately 7.18%. Additionally, there was an increase in Advertising Cost of Sales (ACoS) throughout 2024, and a slight drop in order sessions percentage.
What does this mean for us? We interpret that this rise in CPC and CPA indicates a more competitive market environment. We expect to see this continue to climb as more brands invest larger portions of their budgets towards digital marketing channels like Amazon. The best thing that brands can do to combat this is to double down on their presence as a brand. This might be things like improving creative and content strategies or investing in social media channels to support a more cohesive experience across platforms.
The slight drop in the order sessions percentage also suggests evolving consumer behavior. This drop could potentially indicate that customers are scanning the search page for a longer period. Increased browsing time like this could be attributed to the changes Amazon has made to the search page like adding ratings, smaller bestseller badges, or the addition of more sponsored real estate. The more information that the customer is required to digest before making a decision, the more we’ll see our ordered session percentage fall.
Marketing & Advertising Tactics for the Next Prime Day
Our comprehensive report enables us to craft the following tactics, not just for the next Prime Day, but also for upcoming events like Black Friday and Cyber Monday. Here’s how you can leverage these insights to optimize your campaigns and maximize ROI during major sales events:
1. Focus on High-Impact Keywords
Decide how you want to identify top-performing keywords in real-time during sales events and adjust budgets dynamically. Consider increasing ad spend on these keywords during peak times. This ensures your ads remain competitive without overspending, maximizing ROI in a high-CPC environment.
For a deeper dive into Amazon PPC management during Prime Day, check out this blog post.
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2. A/B Test Creatives for More Personalized Campaigns
Tailored ads resonate more with high-income, tech-savvy shoppers, driving higher engagement and conversion rates. To ensure you're showcasing your products optimally, implement A/B testing for ad creatives and determine which visuals and messages resonate most with your target audience. This will potentially lead to higher engagement and conversion rates.
For some creative inspiration, check out our post on how packaging redesign is a game-changer for three famous brands. You can also learn from these 3 common main image mistakes and how to fix them.
3. Prioritize Products in Top-Performing Categories
If your brand offers products that fall under Fashion, Home Goods, and Household Essentials, make sure to highlight them with special promotions or bundles to attract more shoppers. Also, capitalize on emerging categories like health and wellness and smart home devices to capture growing consumer interest.
4. Offer a Mix of Affordable and Higher-Value Products
With most items sold under $20, ensuring a range of price points can attract both budget-conscious and high-spending customers. For instance, you can create product bundles that combine low-cost items with premium offerings.
5. Monitor Order Session Percentages and Be Ready to Pivot
A slight drop in order sessions suggests evolving shopping patterns, presenting opportunities to innovate and meet new consumer demands. Use real-time analytics to track consumer behavior and quickly adjust your campaigns. If you notice a drop in order sessions, consider offering flash sales or additional discounts.
6. Target Key Demographics
Specifically during Prime Day, create campaigns for the largest shopper demographic: high-income, suburban females aged 35-44. Highlight deals and develop targeted ads that focus on the preferences and needs of this demographic, such as premium quality, convenience, and stylish options.
7. Improve Stock and Inventory Management
Ensure you have adequate stock levels of popular items and high-demand categories. Use predictive analytics to forecast demand and optimize inventory levels, preventing stockouts and ensuring you can meet consumer demand during high-traffic periods.
Aside from these tactics, you might also want to bookmark our Sellers’ Guide for Amazon Prime Day, which we regularly update with the latest news and strategies. And if you’re interested in what other retailers such as Walmart and TikTok Shop do during Prime Day, this post gives you the details you need.
Conclusion
As we take a step back to review everything we have learned from Prime Day, it all boils down to the fact that staying nimble is crucial for success. Brands must adapt quickly to changing consumer behaviors and market conditions. By leveraging the latest insights from your tools, you can develop targeted strategies that maximize ROI and drive engagement. Regularly review your own data to identify trends and refine your tactics. This proactive approach will ensure you remain competitive and effective during major sales events.