Amazon a Winner in “Prime” Time
Posted July 22, 2015
Amazon Sales Up 93 Percent on Prime Day in USA. Up 53 Percent in Europe. Social Media Not So Hot.
Not since Xena has any Amazon done so well in primetime. Okay, for you Xenaphiles, Xena was technically a warrior princess. But, let’s not quibble — like a bunch of people on social media did. The point is that by all accounts and Amazon’s accounting, Prime Day was a smashing success.
In his piece on money.cnn.com, David Goldman compares Prime Day to Amazon’s Black Friday successes, talks about what people on social media had to say and how the sale affected different parts of the USA. The following has been excerpted from Goldman’s piece and edited to fit our format. You may find his complete article by clicking on this link.
Arriving at the sales figures
[Online retail tracker] ChannelAdvisor gathers data from companies that sell items on Amazon, extrapolating from its clients the number of sales Amazon generates site-wide.
Surpassing Black Friday…we think
By Amazon’s own account, the mega-sale’s “peak order rates” had surpassed last year’s Black Friday. (We’re not sure exactly what that means either; Amazon is notoriously opaque about its sales figures).
Everybody’s got an opinion
The sales surge is in stark contrast to the negative response on social media about the site’s lackluster “Lightning Deals” and the fact that some products sold out in a matter of seconds.
An evening of fun
Addressing complaints that desired products were not being discounted, Amazon said, “We have years of experience with these types of events and we stagger the deals to make sure the fun will last through tonight.”
More discounts than Black Friday
Amazon promoted its sale as having more discounts than Black Friday. Although the sale was only open to Prime members, Amazon offered free 30-day Prime trials so anyone could [participate].
What’s the matter with an Adam Sandler movie? (rhetorical question)
It sure got people talking. According to Adobe, social media mentions about Amazon were up about 50% Wednesday compared to the 30-day average.
It was mostly negative chatter, though. Half of the overall social sentiment about Amazon Prime Day was related to disappointment about the lack of blockbuster deals. Adobe said people were upset that sales were for less desirable items, such as “socks, microfiber towels and Adam Sandler movies.” Only 42% of social media mentions were positive.
Californians never had a chance
Californians were talking about Amazon Prime Day the most, commanding 12% of the conversation in the United States. That’s in part due to the fact that many West Coasters were furious that they woke up to sold-out deals that those nasty East Coasters had already bought up earlier in the morning. Yet Adobe said Californians in large part had the most positive things to say about Amazon Prime Day, beating out New York (the second most-positive state).
Amazon – In it for the social media or the money?
Still, compared to Black Friday, Amazon Prime Day produced just 1/20 of the social media noise. It generated about 200,000 social mentions, compared to the 3 million social mentions from Black Friday 2014.