Linked - Prime Big Deal Days Recap

Amazon’s Prime Bid Deal Days exceeded all expectations, leading to the largest two-day October event in company history. According to Amazon, Prime members saved more than 1B across hundreds of missions of items. Early holiday trends show that apparel, beauty, home, and toys were among the best-selling categories.

I also owe you a big “Thanks.” It looks like we are now comparing PBDD to PEAS (last year), which is fair.

Let's check out some industry recaps:

Erik Ricard , VP of Services at Teikametrics , shares, “Our customers experienced consistent year-over-year growth in same-event day sales like Prime Big Deals Day. They see notable surges in visitor traffic, benefiting even brands without ongoing promotions.”

Perpetua shared that Amazon’s event continues to gain traction, with YoY sales up 16% compared to last year’s PEAS and advertisers investing an additional 30% in spending from last year. The day 2 insights compared PEDD to PEAS. One to call out is "Advertisers saw the highest efficiency across PBDD from 5-9 PM (PST) on Day 2 when sales and clicks peaked while CPCs and ACOS dropped."

Gabriel Caceros from BTR Media shared that they “are witnessing an impressive performance on Prime Day across different categories. However, this success occurs after months of working on keyword research, campaign structure, budget distribution, harvesting search terms, and isolating top performers across all available ad types.”

Melissa Burdick from Pacvue shared that according to Pacvue's first look at Day 1, Spends +54% & Attributed Sales +35% from LY PD Day 1 (10/11/2022). Many brands didn't expect/plan for a fall prime day last year and didn't set aside budgets - but many brands planned for it in annual planning this year.

Mark Power from PODEAN shared that day 1 was a stellar success for his brand partners, with strong performances across our client base. Brand partners not participating in the event noticed an average of 52% increase in sales during the first day when compared to a typical day, with much of this performance being a result of our recommended media strategies. Brand partners participating in the event noticed higher sales increases, hovering around 2.5X - 3X compared to the average day.

Kiri Masters of Acadia reminds us that events like this can be CONQUESTING time! This morning - I thought to stock up on one of my favorite lipsticks. I had fairly high purchase intent, and I used a branded term, "Tarte Maracuja Lipstick." Spoiler: I did NOT end up buying the Tarte Cosmetics lipstick and switched to another brand instead.

Bradley Davis from Quartile shared some insights from #AmazonMarketingCloud including, "on average, clients witnessed a 61% surge in new-to-brand sales." And, "Clients employing AMC saw a 48% uptick in "Subscribe and Save" enrollments compared to 2022's Prime Deals."

Guru Hariharan from CommerceIQ shared a few stats from the first 10 hours, including how they are seeing upwards of 4.5x increase in hourly revenue in just the early hours of sales and that Pets may be an early winner. Final analysis showed that 2023 dramatically exceeded expectations. Data showed that "it exceeded Amazon's previous October Sale (Prime Early Access Sale) by 63% on ordered revenue."

Laura Meyer and the team at Envision Horizons share that “The vast majority of our brands participated by offering a Prime Exclusive Discount or coupon above 15% off. For the few brands that did not participate, we saw substantially lower sales growth of only 118%, compared to 800%+ for participating brands. “

John T. Shea from Momentum Commerce shared they saw "MORE SALES YoY: Prime Big Deal Days (PBDD) 2023 outperformed Prime Early Access Sales (PEAS) 2023. Total Sales were up +13% YoY. MORE SALES vs. L28D: Brands saw a 218% increase in sales during PBDD vs. their L28D two-day average. And MORE DEALS: Across the PBDD event we saw 27.4% of products in Amazon Search had a discount badge up from 19.3% during PEAS last year.

Dan Brownsher and the team at Channel Key LLC saw that brand partners that participated in both events enjoyed a 97.6% average year-over-year sales lift. Another interesting callout from that Day One generated more favorable results than Day Two.

#PrimeBigDealDays are over, but Flywheel data showed that "Global media sales increased 27% year over year, with the largest regional spikes coming from EU5 (84% YoY) and Canada (114% YoY)." While it's over, don't forget, what comes next is even more important. Check out these tips from Flywheel to make the most of the Q4 holiday traffic surge.