Amazon Prime Day 2018 Wrap-Up: Amazon Announces Another Record Day but Remains Vague on Revenue Figures - Coresight Research
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July 19, 2018
Amazon Prime Day 2018 Wrap-Up: Amazon Announces Another
Record Day but Remains Vague on Revenue Figures
• Amazon announced that Prime Day 2018 was the “biggest shopping event” in the
company’s history, surpassing Black Friday, Cyber Monday and previous Prime Day
events.
• The company did not disclose absolute or growth figures for revenues generated
during the event, but reported that more than 100 million products were purchased
globally and that sales generated from small and medium-sized businesses (SMEs)
worldwide on the platform had surpassed $1 billion.
• According to Amazon, more customers subscribed to Prime membership during the
first day of Prime Day 2018 than on any previous day in Amazon history. Generating
new Prime membership subscriptions is a major objective of Prime Day.
• The company reported that Prime Day 2018 was the biggest event ever for its own
consumer electronics products such as Fire TV and Echo devices. TVs, smart home
products and home security systems were among the best-selling products in the
US.
Another Record Day with Over 100 Million Products Purchased Globally
On July 18, Amazon announced that its fourth annual Prime Day shopping event was once
again the “biggest hopping event” in Amazon’s history, with sales surpassing those of
Black Friday, Cyber Monday and previous Prime Day events.
According to the announcement, Prime members worldwide purchased more than 100
million products during this year’s Prime Day shopping event, although the company did
not disclose any top-line figure on revenues generated during the event. Last year,
Amazon reported that Prime Day 2017 grew by more than 60% compared to the previous
year’s event.
Deborah Weinswig, CEO and Founder, Coresight Research
deborahweinswig@fung1937.com US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 1
Copyright © 2018 Coresight Research. All rights reserved.July 19, 2018
In an announcement on July 17—before the end of the promotional event—however, the
company reported that SMEs worldwide had surpassed $1 billion in sales on Amazon
during Prime Day 2018.
A Record Day for Prime Membership
In the July 18 announcement, Amazon disclosed that a record number of Prime members
shopped across 17 countries and that more customers subscribed to Prime membership
during the first day of Prime Day 2018 than on any previous day in Amazon history.
Prime members are a key driving force behind Amazon’s impressive growth, and a major
objective of Prime Day is to encourage shoppers to join the Prime membership program,
which currently costs $119 per year (or $12.99 per month) in the US.
Prime members tend to be higher-value customers for Amazon versus nonmember
shoppers, as paying a membership fee tends to lock in customers, who look to get their
money’s worth from the free shipping and other services Amazon Prime membership
offers. In reporting for fiscal 2017, Amazon disclosed for the first time that the number of
paid Prime subscribers had exceeded 100 million globally.
Prime Day Extended to Whole Foods Market
For the first time this year, Amazon took Prime Day to brick-and-mortar stores, by
extending the deals to US Prime members shopping at Whole Foods Market, which
Amazon acquired in 2017. Organic strawberries proved to be the best-selling deal for
Prime members shopping at the grocery retailer, the company announced.
Amazon’s Own Electronics Confirmed as Best Sellers
Prime Day 2018 was the biggest event ever for Amazon’s own consumer electronics
products, according to the company, reporting that customers had purchased millions of
Fire TV devices on Amazon globally during Prime Day. The company also stated that this
year’s even was the best ever for: Echo devices with screens Echo Show and Echo Spot,
Amazon devices for kids, Fire TV devices and Kindle e-readers on Amazon globally. As in
previous years, the company continued to focus promotions on its own electronics during
this year’ event.
In the US, Amazon announced record sales for Toshiba 4K Ultra HD Fire TV Edition and
smart home devices, in particular the Ring Video Doorbell Pro and The Amazon Cloud
Cam, which became the best-selling security camera deal in the company’s history. Among
Amazon’s own brands, the top sellers in the US during the promotional event were the
Stone & Beam ceramic geometric table lamp, Presto! Ultra Soft toilet paper, Daily Ritual’s
jersey short-sleeve V-neck t-shirt dress for women and the AmazonBasics pre-seasoned
cast iron skillet.
Figure 1 lists other best-selling products during Prime Day 2018, by country, as reported
by Amazon.
Deborah Weinswig, CEO and Founder, Coresight Research
deborahweinswig@fung1937.com US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 2
Copyright © 2018 Coresight Research. All rights reserved.July 19, 2018
Figure 1. Best-Selling Products During Prime Day 2018, by Country (Excluding Amazon Own
Devices)
Country Products
US Instant Pot 6 Qt 7-in-1 Multi Use; 23 and Me DNA Test; Lifestraw
Personal Water Filter
UK Bosch Cordless Drill; Philips Hue Personal Wireless Lighting Light
Strip; Finish Dishwasher Tablets
Spain SanDisk Ultra 64GB Memory Card; Cecotec Conga Excellence 990 4-
in-1 iTech 3.0 Robot Vacuum Cleaner
Singapore Coca-Cola Zero Sugar; Play-Doh Shape and Learn Shape a Story;
Kleenex Ultra Soft Toilet Tissue
Netherlands Osmart Zigbee Smart Plug; Philips Hue White Ambiance GU10 LED
Spot; SanDisk Micro SD
Mexico Ace Powder Laundry Detergent; Amazon Basics USB Lightning Cable
Luxembourg Jamie Oliver Tefal Pan; Brita Water Filter; Solar-Lamp in Preserve Jar
with USB Connector
Japan Top Super Nanox Liquid Laundry Detergent + Extra Large Refill,
SAVAS Whey Protein 100 Cocoa Flavor 1,050g
Italy Finish Dishwasher Tabs all in 1 Max; Braun Multi-Grooming Kit
Precision Trimmer 9-In-1 for Beard Styling; Hoover Rechargeable
Broom 2-in-1 Freedom
India Redmi Y2 Gold 32 GB Smartphone; Tata Salt; Mi 10000mAH Li
Polymer Power Bank 2
Germany and PlayStation Plus Membership; Jamie Oliver Pan by Tefal; Osmart
Austria Zigbee Smart Plug
France PlayStation Plus Membership; Jamie Oliver Pan by Tefal; Osmart
Zigbee Smart Plug
China Philips Sonicare Healthy White Hx6730 Toothbrush; Braun Digital Ear
Thermometer; Paul & Joe Beaute Moisturizing Foundation
Canada Instant Pot 6 Qt 7-in-1 Multi Use; Lifestraw Personal Water Filter;
Bose QuietComfort Noise Cancelling Headphones
Belgium SanDisk Ultra 128GB Memory Card; Osmart Zigbee Smart Plug;
Philips Hue Lightbulbs
Australia PlayStation 4 Pro 1TB Console with Bonus Fortnite Content; FIFA 18
for PlayStation 4; Philips Hue Lightbulbs
Source: Amazon
On the first day of the promotion at around 3 p.m. ET, Amazon’s US website suffered a
series of glitches. These were, however, quickly fixed and appeared not to have hampered
the ability of US consumers to shop and did not compromise the success of this year’s
Prime Day.
Deborah Weinswig, CEO and Founder, Coresight Research
deborahweinswig@fung1937.com US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 3
Copyright © 2018 Coresight Research. All rights reserved.July 19, 2018
This year, Prime Day in the US started on July 16 at 12 p.m. PT/3 p.m. ET and ran through
to July 17, for a total of 36 hours of promotional events. This was six more hours of events
than for Prime Day 2017, which was 30 hours long and started later during the day, at 6
p.m. PT/9 p.m. ET. This was the first Prime Day for members in Australia, Singapore, the
Netherlands and Luxembourg.
Deborah Weinswig, CEO and Founder, Coresight Research
deborahweinswig@fung1937.com US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 4
Copyright © 2018 Coresight Research. All rights reserved.July 19, 2018
Deborah Weinswig, CPA
CEO and Founder
Coresight Research
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Hong Kong: 852.6119.1779
China: 86.186.1420.3016
deborahweinswig@fung1937.com
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Deborah Weinswig, CEO and Founder, Coresight Research
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