Prime Time: Actionable Insights from Amazon Prime Day

Amazon packages on a doorstep

October 2020

Tuesday, Oct. 13, marked Amazon Prime Day, and the VMLY&R commerce team has compiled a thorough recap of the event. 

Now in its fifth year (and after a delay) it was, predictably, the biggest Prime Day ever. The company declined to release any formal sales results — rumored to be $10 billion — instead focusing on the success of third-party resellers.

Additionally, Prime Day was a record-breaking event for small and medium businesses worldwide, with sales surpassing $3.5 billion — an increase of nearly 60% over last year. This positive message is balanced against claims the company plunders third-party seller data to make its own private-label brands more competitive.

The day kicked off what commentators think will be an extended holiday period, albeit with a “Gray Friday” this year. It will be interesting to see if the glut of promos can sway 40% of consumers who say they will spend less this year.

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