‘On Prime Day, 74% of all US e-commerce happened on Amazon’ – Marketing Land
Matt McGee says, “Almost three out of every four e-commerce dollars spent by US consumers on July 12 were spent with Amazon. You may recognize that date as Amazon’s second Prime Day, and this new data from Slice Intelligence supports Amazon’s own claims that Prime Day 2016 was its “biggest day ever.”
Using its panel of more than four million online shoppers and tracking about 400 online retailers (including all of the major players), Slice estimated Tuesday that Amazon owned 74 percent of all US consumer e-commerce on Prime Day — that’s almost double its normal 38-percent market share.
Slice says the average Prime Day shopper spent $112 this year, up nine percent from the first Prime Day. The average order was $54, which is down two percent YoY, Slice says.
Slice’s data shows that “heavy Amazon shoppers” (its term for shoppers who average more than four orders per month with Amazon) made up 50 percent of Prime Day 2016 shoppers and 56 percent of sales. Last year, those figures were 41 percent and 44 percent, respectively”.
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