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UK Insights

Prime Day prominence grows

Claire Davies

Former editor and head of content

Retail 14.07.2016 / 18:50

Prime day 2 column

Tracking the impact of Amazon Prime Day in the UK

As Amazon announces that its second annual Prime Day, on 12th July 2016, exceeded 2015’s record breaking results, we take a look at its impact in the UK. The event last year was originally conceived to celebrate Amazon’s 20th birthday; however, due to its success during an otherwise quiet retail period, Amazon introduced it again in 2016. Prime Day this year evolved beyond a marketing ploy designed to recruit new members into an event to also broaden connections with existing members.

What was different this year?

  • Amazon announced Prime Day earlier, giving a longer countdown to build greater excitement.
  • More deals and more bundles.
  • Further integration across devices and for those who used the Prime Now on demand delivery service.
  • More competition from other retailers. In the UK Currys, John Lewis and Argos all launched promotions at the same time.

Amazon Prime Day certainly made an impact with our UK mobile behavioural panellists. If we look at the behaviour of 1,567 people from our panel, using either Android or iPhones, we can see a spike in activity on Amazon Prime Day. The chart below shows purchases per day on mobile across a selection of retailers.

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Source : Kantar, Kantar Retail

Editor's Notes

The above results were derived from the Kantar Behavioural Panel of both iOS and Android device users in the UK (1,567 people) whose behavior was tracked in July 2016. Panelists agree to install an app on their mobile/tablet device which captures all their daily digital activities, allowing the measurement of actual, not reported, behavior. The respondent is not required to do anything else. With their consent, Kantar can then view and analyse their digital behaviour. Mobile usage, ad exposure, and location awareness can all be measured and analysed.

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