Every year in the approach to Amazon’s Prime Day event, there’s an influx of articles all claiming to have details of the best deals for consumers to snatch up across the event. Most of them looking for search traffic and containing affiliate links, with some of them even having sponsored inclusions, these articles have dubious credibility. Some however, such as those from Which?, have slightly more integrity.

With the annual event growing larger each year, we thought it was time to find out whether being classed as one of the best deals across the ever expanding event actually equates to sales revenue – so we’ve put one of this year’s articles to the test. Using the ‘deals handpicked by our experts’ from Which?’s ‘Best Amazon Prime Day Deals 2021’ article, we’ve looked at sales in the week 21st-27th June to see what level of sales boost sellers can expect as the best of Amazon Prime Day.

Sales uplift by product

Philips television

This sizeable Philips TV sold only 14 units across the week. However, due to its minimal sales so far, this led to a + infinity sales increase – which is a pretty impressive feat by any standards.

The ASIN has only been listed since the beginning of May and has been moving low volumes, making Prime Day a great way to boost sales rank if nothing else.

This short sales history does however make the ‘lowest ever price on Amazon’ claim slightly less impressive.

TomTom sat nav

Sales increased by 865% on the previous week for this sat nav device. However, since then the bestseller rank has improved significantly as sales have continued to increase. Three weeks after Prime Day (W/C 12th July), sales were over 50% higher than on the week of the sale event. Once again the Prime Day deal has aided in longer term sales growth.

Silentnight mattress

Revenue for this mattress increased 726% on the previous week and it sold over 370 units. However, despite this huge uplift, the sales since Prime Day have declined hugely and sales immediately returned to pre-sale levels – only a very short term gain for this ASIN.

Acer laptop 

This one was a success – sales increased 2,641% on the previous week – despite the fact that this ASIN has made ~£1M over the past 12 months and this is now a 3 year old model. However, across this period, most of the revenue has been driven by short term flash sales such as Prime Day and offers over the festive season. With this in mind, there was very little doubt that this ASIN would sell well with a 23% discount making it the lowest ever price on Amazon.

Samsung tablet 

Only a 76% uplift for this tablet. However, Amazon discounts many of its own brands heavily on Prime Day, including its Fire tablet. With a reasonable price anyway, this ASIN performed much better over the Christmas period than with this offer.

Fitbit smartwatch

This watch has made over £23M in Amazon revenue over the past two years, but recently sales have slumped from ~£400k per week to less than £50k. The Prime Day sale bumped up sales to over £100k for the week commencing 21st July – an increase of 168% on the previous week. Since then the ASIN has maintained an improved bestseller rank.

Russell Hobbs chest freezer

Probably the least glam of Amazon Prime Day deals – especially in a sector that doesn’t perform as well on Amazon due to superior delivery/installation offerings from other retailers. However, sales increased 184% for this ASIN and 75 units were sold across the week. Although not a huge number of sales, this brought the product back to the sales levels experienced in high summer last year and also left it with a good bestseller rank for the coming hot weeks.

Evaluation

As we knew – Prime Day does of course, on the most part, increase sales. However, not always as dramatically as expected, and often, the long-term gain is actually the real winner in being classed as one of the best of Prime Day. Particularly if competitors have compelling deals on, the reward might not be as much as expected. Would you be expecting more of a return on such a huge sales event? 

Now, time to get ready for next year…

 

All data from JungleScout’s Cobalt tool – correct as of 20th July 2021.