Online sales for other retailers grew 44% on Prime Day 2017 compared with last year's event, Salesforce Commerce Cloud finds. Inc.’s third annual Prime Day sale was a boon even for non-Amazon retailers.

Data from Inc. Commerce Cloud, formerly known as Demandware, found that online sales for non-Amazon retailers increased 44% on Prime Day, which was held on Tuesday, July 11, this year, compared with Prime Day 2016, which was held on July 12, also a Tuesday.

This year, Prime Day kicked off with six hours of selling on July 10, starting at 6 p.m. Pacific and ending at midnight Pacific on the 11th. Salesforce, which bases its data on an analysis of 500 million online shoppers, made its comparison only for the 24-hour period of July 11 and did not provide year-over-year growth during that six-hour period.

Other Salesforce findings include:

  • Conversions were 34% higher for retailers compared with the day before Prime Day.
  • Discount rates were 28% higher on Prime Day for non-Amazon retailers, up from 18-23% higher on the day before.
  • 77% of orders shipped by other retailers came with free shipping, up from 17% the day before

Amazon, No. 1 in the Internet Retailer 2017 Top 500, said its overall sales increased 60%. The e-retail giant does not offer a dollar figure, but based on an Internet Retailer estimate of $1.80 billion in global sales on Prime Day last year, Internet Retailer estimates Amazon generated $2.880 billion in sales globally on Prime Day this year. That figure is more than all but 20 non-Amazon retailers did in total online sales in 2016.

“Retailers have definitely drafted off of the demand that Amazon has created, and this manufactured holiday has essentially become a standard (in North America at least),” Rob Garf, vice president of industry strategy and insights for Salesforce Commerce Cloud, writes in a blog.

Amazon and its marketplace sellers were far from alone in offering deals on Prime Day. An Internet Retailer analysis of the 100 largest non-Amazon retailers in North America showed that 47 retailers tried to woo shoppers away from Amazon on Prime Day by offering some kind of limited-time sale or pushing out marketing messaging that included the word “prime” that day.



Total sales on Amazon Prime Day, 2015-2017