Amazon’s Prime Day has significantly boosted e-commerce, with a remarkable 3,300% year-on-year increase in retail traffic driven by generative AI products like chatbots. Adobe Analytics reported that during the Prime Day event (July 8-11), US retailers achieved $24.1 billion in online spending, a 30.3% growth rate, akin to two Black Fridays. Actual revenue generated was about $23.8 billion over four days, reflecting a 28.4% increase from the previous year.
Generative AI is becoming increasingly popular among consumers as an online shopping assistant, though it still lags behind traditional channels like email and paid searches. Paid ads accounted for 28.5% of e-commerce sales during this Prime Day, up 5.6% from the previous day. Social media influencers drove 19.9% of US online retail sales, a 15% year-on-year increase, showcasing their effectiveness in converting shoppers.
While Amazon has not released specific sales figures, it noted that this year’s Prime Day was the largest event ever, expanded to four days, complicating year-over-year comparisons. Initial sales reports indicated a 35% dip in sales over the first two days, but a subsequent 165% increase by the third day suggests shoppers were waiting for deeper discounts.
The top-performing categories during this Prime Day included appliances (up 112%), office supplies (105%), electronics (95%), books (81%), tools and home improvement (76%), home and garden (58%), and baby and toddler products (55%).
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