Another year, another record breaking Prime Day in the books. To no one’s surprise, this year’s retail event was as big as ever surpassing Amazon’s Black Friday and Cyber Monday sales from 2018. Shoppers purchased an astounding 175 million products over the course of the 48-hour retail event of the summer.
Amazon reported that this year’s Prime Day was the biggest sales event yet for Amazon devices with the Echo Dot and Fire TV Stick as the two top-sellers.
Consumers crave smart devices
We’ve seen smart home devices gain momentum this year and have helped several brands in this vertical partner with influencers to generate awareness for their products and drive traffic and sales. This month, we worked with Sengled to promote their Smart LED Lightbulbs for Prime Day using our tech influencers to spread the word and we helped the brand enrich their Amazon product pages with the influencers’ video content ahead of Prime Day.
While smart home devices continue to grow in popularity, there’s another category quickly inching its way into the ecommerce leaderboard and driving a ton of sales on Prime Day this year – grocery.
Grocery items shine on Prime Day
In addition to popular kitchen appliances such as the Instant Pot, grocery products, including Amazon private labels, drove significant sales this year around the world. From Procter & Gamble’s Ariel laundry detergent in United Arab Emirates to Coca-Cola Zero Sugar soda in Singapore to Mama Bear diapers in the Netherlands, people were shopping CPG on Prime Day!
According to data from Nielsen and Rakuten, last year Amazon doubled its U.S. consumer packaged goods sales for Prime Day compared to an average two-day span. And grocery last year was the second-highest selling CPG category on Prime Day, behind health and beauty products.
As we look toward the fall and move closer to the holiday retail frenzy, brands from all different verticals should consider adding influencers to their marketing plans to promote their holiday deals and produce high quality, compelling video content to enhance their ecommerce product pages and help drive sales. With top influencers’ Q4 schedules quickly filling up, it’s time to strike while the iron is hot!