![]() ![]() Hardware devices are a key way to connect consumers with the Amazon ecosystem and also to reinforce Amazon’s growing Alexa voice-market leadership.Īmazon promoted its devices heavily on Prime Day this year, with four Amazon products and only one Alexa-equipped Toshiba TV featured “above the fold”- on the top row on Amazon’s home page. Amazon tried to go even further this year on Prime Day, by emphasizing its wider ecosystem. Bringing more customers into Amazon’s ecosystemĪmazon’s Prime program has shown remarkable power to create loyal consumers. Also, more new members joined Amazon Prime than on any other day in the company’s history, and the event expanded to 17 new countries, with further expansion likely in the future. It boasted a 6 percent increase in conversions over last year’s Prime Day, and a 121 percent boost in conversions compared with the prior week. With over 100 million items sold, Prime Day 2018 was the largest shopping event in Amazon’s history. But this year, Amazon expanded its ambitions by seeking not only to drive Prime memberships but also to lock consumers more tightly into its growing ecosystem of products, services, and media. ![]() In previous years, Amazon’s main goal for Prime Day had been to use attractive deals to encourage consumers to sign up for Prime membership. ![]() But there were other winners, too, including brands that partnered with Amazon and, surprisingly, retailers that went head to head against it. While Prime Day was another big win for Amazon in terms of sales and new members, the big increase in sales of Amazon devices, which lock customers into the company’s ecosystem, and strong results for several of its private-label brands are noteworthy and highlight how Amazon’s retail strategy is expanding. 2 Unless otherwise noted, all data cited in this article is from Jumpshot. Working in close collaboration with our partner Jumpshot-a digital-intelligence company that collects consumer clickstream data across a global panel of 100 million devices to understand behavior on e-commerce marketplaces like Amazon-we looked at who emerged as winners this year-and who didn’t. Following on McKinsey’s analysis of the first Prime Day, this article seeks to fill that gap. But few looked closely at where the growth and value came from, or what the business implications were. Media coverage of this year’s Prime Day, as in prior years, focused mostly on consumer sentiment and overall sales. ![]()
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