Many retailers, including Target, Best Buy and Kohl’s enjoyed large conversion rate increases during Prime Day 2018. Amazon’s conversion rate soared 40% on Tuesday, July 17, but only a modest 4% on Prime Day's debut day on July 16. Inc.’s sales event Prime Day boosted conversion rates not only for Amazon, but for many other retailers, according to new data from marketing analytics firm Jumpshot.

Amazon’s conversion rate on Tuesday, July 17, which was a full day of deals, averaged 15.5% between its desktop and mobile site (but not including its shopping apps). This was nearly a 40% increase over the previous Tuesday, July 10, when its conversion was about 11.1%, according to Jumpshot data.

However, Prime Day 2018 kicked off mid-afternoon on Monday, July 16, with many technical issues, such as error messages, broken landing pages and checkout failures. This likely impacted Amazon’s conversion rate, as its conversion rate increased a modest 4.5% to 11.7% on Monday, up from 11.2% on the previous Monday, July 9, according to Jumpshot. One reason why the conversion rate could have been lower than expected is because traffic to was so high at the start of the sale.

Jumpshot’s analysis is based on its review of more than 160 billion clicks made monthly by 100 million consumers globally. Jumpshot says U.S. consumers comprise a significant portion of its panel. Jumpshot tracks the clickstream of consumers to track on-site searches, product pages views and online conversion points.


Amazon, No. 1 in the Internet Retailer 2018 Top 1000, wasn’t the only retailer vying for shopper dollars on July 16-17. Retailers wanting to capitalize on consumers already in a shopping mood had their own sales promotions and free shipping offers.

Target Corp. (No. 17), for example, had  30% off Target home brands and 25% off beauty and personal care items. Plus, shoppers who spent $100 on on July 17 received a free six-month membership to Shipt, the same-day delivery service Target bought earlier this year. The sale also included free next-day Target Restock delivery for orders placed on July 17. Target‘s strategy worked. had its highest traffic and sales day in 2018 during its one-day sale on July 17, Target says.

According to Jumpshot data,’s conversion rate increased 78% to 3.2% on July 17 compared with 1.8% on July 10.


Other large retailers, like Kohl’s Corp. (No. 18) and Best Buy Co. Inc. (No. 8) also had large increases in conversion:

Walmart Inc. (No. 3), however, did not fare as well as others with its conversion rate remaining relatively flat over the comparison period, according to Jumpshot data.

In an ongoing effort to understand the most vital business strategies of merchants that sell online, Internet Retailer is taking a deep dive on conversion rate. Help us improve our estimates and category benchmarks by answering the two questions below.