Amazon.com Inc.’s Prime Day conversion rate was more than 50% higher than its average conversion rate from June 1-July 10, 2017, according to marketing analytics firm Jumpshot.
Jumpshot’s analysis is based on its tracking of more than 160 billion monthly clicks made by 100 million consumers. On Prime Day, held Tuesday, Jumpshot tracked the clickstream activity of those visiting Amazon.com (excluding the app) to determine conversions of product sales and Prime membership enrollments, as well as to calculate the average number of products purchased per person, per day.
On Tuesday, Amazon.com’s conversion rate was 18.6% compared with its average conversion rate of 12.3% between June 1-July 10. On average, consumers purchased 2.76 products at checkout on Prime Day compared with 2.24 products in the previous six-week period, according to Jumpshot.
The 18.6% conversion rate is more than five times higher than the average of the top 500 largest online retailers in North America, which is 3.55%, according to Internet Retailer’s Top500Guide.com. Amazon’s Prime Day conversion rate also was much higher than its conversion rate on Prime Day last year.
On Prime Day 2016, Amazon’s conversion rate was 13.8% compared with 10.3% on average during June 1-July 11, 2016. Consumers, on average, purchased 2.55 products on Prime Day 2016, compared with 2.17 products in the previous six-week period.
Jumpshot also found that eight of the 10 best-selling products on Prime Day 2017 were Amazon’s own products. Here were the top-sellers:
- Amazon Echo – Black
- Echo Dot (2nd Generation) – Black
- All-New Fire HD 8 Tablet with Alexa, 8 HD Display, 16 GB, Black – with Special Offers
- Instant Pot DUO80 7-in-1 Multi-Use Programmable Pressure Cooker, 8 Quart/1200W
- Echo Dot (2nd Generation) – White
- All-New Fire 7 Tablet with Alexa, 7 Display, 8 GB, Black – with Special Offers
- All-New Fire HD 8 Tablet with Alexa, 8 HD Display, 16 GB, Marine Blue – with Special Offers
- Amazon Echo – White
- 23andMe DNA Test – Health + Ancestry Personal Genetic Service – 75+ Online Reports
- All-New Fire HD 8 Tablet with Alexa, 8 HD Display, 16 GB, Punch Red – with Special Offers
The 30-hour Prime Day sale began at 6 p.m. Pacific on Monday, July 10, and traffic to Amazon.com significantly climbed in those few beginning hours, according to Hitwise, a division of Connexity Inc., a provider of e-commerce marketing automation technology.
Web visits to Amazon.com reached 73.8 million visits Monday, which is a 28% increase in traffic over visits two weeks earlier on Monday, June 26, according to Hitwise.
Plus, the number of transactions Amazon.com processed (excluding those made in its mobile app) on Monday reached 5.2 million, which is 46% higher than total number of transactions on Monday, June 26, according to Hitwise.
Digital analytics firm SimilarWeb Ltd. found similar traffic results for the full day of Prime sales on Tuesday, July 11. Traffic on Tuesday was 69% higher than on an average day in June this year, and 5% higher than traffic to Amazon.com on Prime Day 2016, SimilarWeb finds.
When looking at total online shopping traffic on Prime Day, Amazon captured the vast majority of it, according to SimilarWeb. Amazon had 113.2 million visits to its site on Tuesday, a 49.1% increase from traffic on Tuesday, June 27.
Compared with other online retailers, this increase also represented the largest growth in traffic, although Macy’s.com was not too far behind with a 47.2% jump in traffic compared with Tuesday, June 27.
Even with the high traffic volume, Amazon still delivered a speedy site, according to digital performance analytics firm Catchpoint Systems Inc. On average between 9 a.m. Eastern on July 10 through 3 a.m. Eastern on July 12, Amazon loaded in 2.3 seconds on desktops and 1.14 seconds on mobile devices.
“Aside from a minor glitch in the first hour, Amazon had very fast load times despite the heavy traffic of Prime Day,” says Mehdi Daoudi, CEO of Catchpoint. “This is especially notable because their sites were heavy with many product images, and still they loaded faster than the competition. With more retail commerce moving online, having a fast load time is a critical customer service mandate.”
Similarly, the Amazon app did not see any degradation in load times on Prime Day compared with a non-Prime Day day, according to app performance vendor PacketZoom.
Amazon is No. 1 in the Internet Retailer 2017 Top 500.
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