Prime members purchased more than 375 million items worldwide in 2023, with an increase of +1,400% in sales compared to the first Prime Day in 2015. In fact, Day 1 of Prime Day 2023 was the single largest sales day ever on Amazon.

But Prime Day has gone beyond Amazon, with many other key retailers and Direct-to-Consumer brands riding the big summer sale wave and cashing in on the halo effect it creates.

Prime Day’s halo effect was greater in 2023 than in 2022, seeing a 30% increase in sales for retailers that also offered specific deals around Prime Day.

And it is not just limited to 48 hours — many brands and retailers enjoy the halo effect in the weeks before and after the event. 

So proper preparation is crucial to maximise sales and capitalise on heightened consumer interest and purchasing intent. 

We see from internal data at ChannelSight that other key retailers saw uplift in traffic, brand revenue and conversion rates during the week of Amazon Prime Day, with one seeing an astonishing 578% increase in sales alone for the first half of July.

This report covers Consumer behaviours in the lead up to and during Prime Day, its Domino effect on other key retailers and Direct-to-Consumer brand sales and tactics to maximise impact during and after Prime Day.

You’ll also find advice on how to:

Maximise Sales Opportunities: By understanding the specific behaviours and preferences of Prime Day shoppers, you can better tailor your promotions and product offerings to maximise sales.

Improve Marketing Efficiency: With insights on how to refine your marketing strategies, making your campaigns more targeted and effective.

Stay Competitive: By keeping up with the latest trends and strategies used by competitors, ensuring that you remain competitive in the market.‍

Enhance Consumer Experience: Through understanding what drives customer satisfaction and loyalty during major sales events, helping you improve the overall shopping experience and leading to repeat business and positive engagement with your brand.