Surprisingly, there aren't significant skews in ethnicity, urbanicity or age. When Amazon first rolled out Prime in 2005, it was only available in select cities. Amazon has done an excellent job of customer acquisition to have achieved a user base that doesn't have major urbanicity skews.
How was awareness generated? Of people who were aware of Prime Day, 34% found out about it on the Amazon website or app. Trailing that were other marketing channels like email, social, ads and TV. Less frequent responses included worth of mouth, online articles, and radio.
Were Prime Day purchases incremental or cannibalistic?
31% of Prime Day buyers said they wouldn't have made the purchase if it weren't for Prime Day. Another 33% said that it was cannibalistic - they would have bought it on Amazon despite the sale.
Another 5% said they made a purchase on Amazon that otherwise would have gone to a different retailer. Overall, Prime Day drove 36% incremental sales.
How did Prime Day 2020 compare to previous years?
Prime Day 2020 saw a +42% lift, which was not the biggest-ever lift compared to preceding weeks, but it is still an impressive performance considering the steep year-over-year growth Amazon was already experiencing during the pandemic.
Who did shoppers buy items for?
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