This year's Amazon (NASDAQ:AMZN) Prime Day, the biggest day in the company's history, represented a 60 percent growth in global sales from last year's inaugural Prime Day. However, other e-commerce sites saw conversion rates and revenue go down on that day.
"With regard to revenue, while you think you might be safe from the event's effects – for example you don't sell in the same vertical, or you have a solid customer base – you're not," Blue Acorn data scientist Samantha Previte said. "Amazon's tentacles stretch far and wide, and macro-level events like this, if successful, will have a significant impact on all e-commerce metrics."
Blue Acorn looked at data from 22 retailers across a wide range of industries and examined the year-over-year percentage of change between 2015 and 2016. They found that retailers came out ahead during Amazon's first Prime Day, but not on 2016's Prime Day.
In total, revenue per day was up nearly 27 percent for other e-commerce sites on Prime Day 2015, yet down more than 3 percent in 2016. Transactions per day were up 3.5 percent in 2015, yet were down 12.5 percent in 2016. Looking at site traffic, sessions were up almost 12 percent for other e-retailers in 2015, but were down more than 8 percent on Prime Day 2016.
Consumer Intelligence Research Partners suggests that Amazon Prime now hosts more than 54 million members, or one in five adult consumers in the United States.
- see this Blue Acorn blog
A deeper dive into Prime Day data
Competitors get a boost from Prime Day
Prime Day was Amazon's biggest sales day ever