Study shows: This is how retail benefited from Prime Day 2021

Not only Amazon can post a rapid increase in sales after the shopping event. Prime Day also has monetary advantages for other commerce platforms.

The Halo Effect can not only be related to the advertising environment. The success of large e-commerce groups also rubs off on campaign days for other online retailers. A study by online marketing company Criteo shows how much retail has benefited from this year’s Prime Day at Amazon in 2021. For the study, the data of 300 million transactions worldwide were evaluated, which come from 8,000 retailers. The companies are defined as “participating retailers” as part of the analysis, provided that they achieved a sales increase of at least 20 percent during Prime Day 2021.

Prime Day 2021: Global retail sales up 45 percent

The participating retailers worldwide recorded a 19 percent increase in traffic on June 21. And sales at these companies also increased enormously. According to the Criteo study, the participating brands were able to generate a sales increase of 45 percent during the shopping event. The conversion rate increased by 32 percent worldwide. Looking at the global trends according to the categories of the participating retailers, sales of sporting goods rose by 31 percent, clothing by 48 percent, consumer electronics and housewares by 50 percent and department store chains by 55 percent. Overall, a quarter of all retailers worldwide were rated as “participating”.

Comparison of “participating retailers” and “non-participating retailers” worldwide, © Criteo

In Germany, Prime Day brought a 51 percent increase in retail sales

In Europe, the participating retailers achieved a sales increase of 45 percent and 24 percent respectively on June 21st and 22nd compared to the average of the first two weeks of June. Non-participating retailers saw a 14 percent decrease. At the participating retailers, traffic also increased by 26 percent on June 21, along with an increase in the conversion rate to 14 percent. In Germany, the participating retailers recorded a 51 percent increase in sales.

Comparison of “participating retailers” and “non-participating retailers” in Europe, © Criteo

It is not yet clear how much sales Amazon was able to generate even during Prime Day. It is estimated that the e-commerce company could raise $ 11.2 billion. The exact evaluation is expected in the coming days.

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