Amazon Prime Day sets new sales record in Canada
|Toronto Star 17 Jul 2019 at 20:24|
Amazon.com Inc. is heralding Prime Day 2019 as the biggest shopping event in its history, with the 48-hour online promotion setting sales records in Canada as members purchased more items than they did during Black Friday and Cyber Monday combined.
Also known as Black Friday in July, Prime Day was the biggest event ever on Amazon for Alexa devices. The Echo Dot, the Fire TV Stick with Alexa voice remote and the Fire Stick 4k with Alexa voice remote were the top-selling devices in Canada.
A spokesperson for Amazon Canada cited top categories as beauty, home and fashion, and said the PlayStation 4 Slim with Spider-Man and Horizon: Zero Dawn, the LifeStraw Personal Water Filter and the 23andMe Health + ancestry kits were the top-selling products.
The deals are only available to Amazon Prime members worldwide, who purchased more than 175 million items from a range of categories during the July 15 to July 16 event. Amazon signed on more new Prime members on July 15 than any previous day and almost as many on July 16 — making these the two biggest days ever for member sign-ups.
The Seattle-based online retailing giant did not break out specific sales or subscription numbers for Canada, but the company said Prime members in 18 countries took part — double the number since the first Prime Day five years ago.
Amazon captured the bulk of online spending during the first 24 hours of its Prime Day event, showing that customers continue to flock to the site for deals despite competing discounts offered by Walmart Inc., eBay Inc. and Best Buy.
Online shoppers spent more than 10 times as much money on Amazon in the first day as they did on Walmart and eBay combined, according to e-commerce research company Edison Trends. Sales in the first 24 hours were up 53 per cent, compared to the same period during last year’s Prime Day.
What began as a 24-hour promotion aimed at spurring sales and recruiting members during the summer has quickly morphed into a major e-commerce event that has compelled hundreds of other retailers to offer concurrent promotions, according to a report from RetailMeNot. Amazon Canada’s annual Prime membership program first launched in January 2013.
“Mid July used to be one of the sleepiest times for retailers, and Prime Day has really reshaped the dynamics,” said Andrew Lipsman of the research firm eMarketer.
Target, eBay and Walmart are among Amazon’s leading rivals that have rolled out their own July sales, with Walmart promoting its event as available to all shoppers, unlike Prime Day where deals are only available to the service’s more than 100 million paid subscribers worldwide.
A Walmart Canada spokesperson said the company has “had success in bringing savings to all Canadians without any memberships required. With the expansion of our assortment through new brands and international offering, we have brought new ways for Canadians to save money.”
Amazon Prime Day sales are expected to pass $5 billion (U.S.) this year, up from $3.2 billion in 2018, its biggest shopping event at the time, said JP Morgan analyst Doug Anmuth in a note to investors.
“While the numbers are impressive, we believe there are also additional benefits of Prime Day across Amazon’s ecosystem as it allows Amazon to better gauge customer demand for the second half (of the year), acts as a critical peak-day test to ready fulfilment centres and logistics for the holiday season and brings in new Prime members well ahead of the holidays.”