Prime Day not only spurred shoppers to buy from Amazon.com Inc. but it also spiked app downloads for the web giant.
Prime Day 2018 was Amazon.com Inc.’s fourth-annual sale for its Prime loyalty members. This year’s event lasted 36 hours July 16-17—the longest duration yet—and generated more than $4 billion in sales, according to Internet Retailer estimates.
The Amazon app was the second-most downloaded app by U.S. iPhone users on July 17, the full day of the Prime Day sale, and seventh-most downloaded app by U.S. Android users, according to data from app measurement firm App Annie. The most downloaded app on July 17 on iPhones was gaming app Hole.io and Facebook Messenger on Android devices.
For the Amazon app, this is much higher than usual, as on average Jan. 1-July 15, the Amazon app ranked as the 21st-most downloaded iPhone app in the U.S. and 30th-most downloaded Android app in the U.S., according to App Annie data.
A few days before the sale, Amazon shoppers were readying themselves for the big sale, as Amazon ranked No. 9 for most downloaded app for U.S. iPhone users on July 15.
Amazon’s app is a large contributor to its sales. Research firm comScore Inc. estimated that of all mobile time U.S. consumers spent with Amazon in December, 78% was on its app and 22% on the mobile web.
ComScore also estimated that U.S. mobile web visits to Amazon.com increased 56% on Amazon Prime Day 2018 on July 17 compared with Prime Day 2017 on July 11, 2017.
Overall, desktop and mobile traffic also surged the day the sales event started compared with a normal day, according to traffic data from SimilarWeb.
Global web visits to Amazon.com increased 39.8% on the first day of the sale, July 16, compared with the previous Monday, July 9, and visits increased 33.4% on the second day of the sale on Tuesday, July 17, compared with July 9.
In the U.S., traffic increases were even higher, with web visits up 49.7% on July 16 and 41.7% on July 17, compared with July 9.
Amazon is No. 1 in the Internet Retailer 2018 Top 500.
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