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Amazon’s Prime Day, now in its 10th year, took place on July 16th and 17th, cementing its status as a major shopping event with growing popularity. As has become standard practice, shoppers treat Prime Day as a 48-hour deal sprint, requiring frequent checks on the Amazon marketplace to keep an eye peeled for discounts as they’re released.

Early Prime Day Deals kicked off on July 15th, offering a preview of the main event. The spotlight was on Amazon’s own devices as they were featured prominently among the most heavily discounted items during this early access period.

New Amazon Prime Day Records Were Set

Amazon Prime Day 2024 set new records, demonstrating strong consumer participation and revenue growth. As reported by Adobe Analytics and others, key highlights include:

• Revenue reached $14.2 billion over the two days, up 11% from $12.7 billion in 2023.
• During Prime Day 2024, households spent an average of $152.33 with shoppers shelling out an average of $57.97 per order. 
• According to the research firm Numerator, best-sellers came from all over Amazon’s catalog and included Amazon Fire TV Sticks, Liquid IV Packets, Snail Serum, Premier Protein Shakes, and Glad trash bags. 
• Back-to-school and office supplies saw a dramatic 216% increase compared to average daily sales in 2024. 
• Children’s clothing led the apparel category with a 165% rise. Other notable increases included suits (36%), outerwear (19%), footwear (17%), and accessories (17%).
• The electronics sector experienced a 61% overall increase, with tablets (117%), televisions (111%), and audio devices (105%) seeing the most significant jumps. Other popular items included fitness trackers (88%), computers (80%), smartphones (71%), and cameras (60%).
• There was significant growth in the home goods category with small kitchen appliances the star performers, up 76%. Other home categories also saw increases: kitchenware and cookware (25%), mattresses (21%), home office furniture (14%), and bedroom furniture (11%).
• Third-party sellers outperformed Amazon’s own retail business, achieving their biggest sales day ever.
• The event spanned 24 countries, with increased global consumer involvement.

Mobile Shopping Continues to Expand

Mobile shopping reached new heights during Amazon Prime Day 2024, with Adobe Analytics reporting that 49.2% of all online purchases were made via mobile devices. This marks a significant 18.6% increase from 2023. This is one more reason why Amazon sellers need to focus on the importance of mobile-specific product listing optimization. 

Key points:

• Nearly half of Prime Day transactions occurred on smartphones or tablets, rather than traditional desktop computers.
• Amazon’s strategy of promoting its mobile app for Prime Day deals likely contributed to this trend. The app’s features, such as deal notifications and easy price comparisons, enhanced the mobile shopping experience.
• The substantial year-over-year growth in mobile purchases indicates a broader shift in consumer behavior, with more shoppers embracing mobile platforms for major sales events.

Canopy Partners Reached New Highs

Market-wide statistics are fine, but we’re here to help our partners grow. and, during Amazon Prime Day 2024, the Amazon sales of Canopy partners exploded!   

• The team saw a substantial increase in units sold and total sales across multiple clients, with some achieving up to 486% growth over daily averages.
• Year-over-year growth was a common theme, with partners seeing increases ranging from 20% to 250% in units sold.
• Social Commerce continues to be a force for (ecommerce) good with some partners attributing up to 7% of their sales from off-Amazon traffic. 
• Strategic ad spending kept TACoS low, often significantly below monthly averages, maximizing profitability. 

How Canopy Management Created Wins for Partners

Canopy Management’s Amazon experts demonstrated exceptional skills during Amazon Prime Day 2024. Combining custom-built data models, white-glove ad management, and SEO-friendly listing optimization, the impressive results were apparent throughout our large client base.

Key aspects of Canopy’s strategy included:

1. Targeted Ad Spend – Canopy Management strategically allocated advertising budgets across various ad types, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. The custom-built, balanced ad campaigns ensured maximum visibility without overspending.
2. Dynamic Bid Adjustments – Canopy implemented real-time bid adjustments based on performance data, allowing the ad team to capitalize on high-converting keywords and placements while minimizing spend on underperforming areas.
3. Product Listing Optimization – In preparation for Prime Day, Canopy fine-tuned product listings to improve organic rankings and conversion rates, giving the paid advertising efforts a big head start.
4. Inventory Management – Canopy worked closely with clients to ensure adequate stock levels, preventing lost sales opportunities during the high-traffic event.
5. Performance Monitoring – Advanced analytics tools helped Canopy track performance in real-time, allowing for rapid adjustments to strategies.

Canopy Management: Next Steps For Ecommerce Sellers

As Amazon Prime Day 2024 comes to a close, it’s clear that this shopping event continues to grow in significance for both consumers and sellers. 

Canopy Management’s partner success during this event demonstrates the power of strategic planning, data-driven decision making, and agile execution. It also shines a light on what our teams of Amazon experts are doing every single day of the year to drive success for some of the biggest names on Amazon. 

If you’d like a little of the spotlight on your own Amazon brand, reach out to the team at Canopy. We love to help ecommerce sellers create the kind of sales velocity that can change a side gig into a full time, life-changing Amazon business.