Amazon Prime Day 2018: What’s the deal with a 36 hour sale?

Amazon Prime Day, forever known as the Black Friday of internet sales, kicked off It’s sale on July 16th for a total of 36 hours. This was Amazon’s 3rd year conducting it’s yearly sale to only it’s Prime members. We surveyed 1,000 respondents to analyze how consumers shopped on Prime Day.

Keeping it Exclusive

Since Prime members were solely offered the deals available on Prime Day, we asked respondents how prime membership has affected them. For most, 58% have had their membership between 1-4 years. While a small percentage, 12% have had theirs for less than a year and 16% more than 6 years.

Of the respondents who’s had their membership for less than a year, 19% had solely signed up for membership to participate in Prime Day.

The Deal with Age

Online shopping has become a source of reliability for some and it shows. Those between the ages of 25-34 were 18% more likely to shop online at least once a day and 58% more likely to shop a few times a week compared to other age groups. While those between the ages of 18-24 were 41% more likely to online shop once a month.

Prime Participation

Of those who participated in Prime Day, 53% made purchases whereas 67% watched deals and only 30% added items to their wish list.

Electronics was a major interest (65%) for Prime members when it came to Prime Day. Followed by Household (55%), Kitchen (36%) and Movies, Music and TV (32%).  Many members preferred to browse on their mobile devices (45%) for deals instead of a laptop (43%) or desktop (36%).

While there were other deals on various sites offered the same day as Prime Day, only 14% of respondents took advantage of the other sales. Of those, 31% shopped at Target, 24% Ebay, 6% Macy’s, 4% Bed Bath and Beyond and 28% other.

The Takeaway

While Prime Day offered a variety of deals for 36 hours only – only 53% actually made purchases, while others chose to watch for deals and  and a majority were only interested in electronics.

Convenience and on the go shopping seemed to be the preferred method of choice when it comes to consumers as more people browsed deals on their mobile devices than any other device.  While 25-34 year olds seemed to be affected the most, since they were more likely to shop online daily compared to other age groups

Although Prime Day didn’t exhibit a large increase in membership, many members had been members for years. Showing that Amazon has a longevity when it comes to the consumer.