Expect Pet Products and Electronics to See Biggest Lift During Prime Day 2022

Electronics continue to be in high demand for consumers on Prime Day. In 2022, we expect household smart devices (including Amazon products) and other home-adjacent electronic gadgets and appliances to lead the day.

As we’ve seen in year’s past, Amazon’s Prime Day is a major driver of consumer interest in electronics. Indeed, Amazon sales of computer and consumer electronics are expected to increase by 12.2% in 2022, making up 24.4% of total US Amazon retail ecommerce sales by the end of the year.

After analyzing 2021 Prime Day data to spot emerging trends for 2022, we pinpointed marketplace shopping data to help brands understand how events like Prime Day impact consumer behavior. Our data-driven insights indicate there to be a focus on household electronic items, as well as appliances. Among these are Amazon products like the Echo Dot, Fire TV, and Kindle — another trend we expect to follow into Prime Day 2022, especially given new incentives like Amazon’s “Prime Stampcard.”

Prime Day 2022 will be July 12th and 13th this year, and is already expected to bring in a record $7.76 billion in sales. Since 2021marked the first Prime Day held in a typical mid-summer timeline since the inception of COVID, this analysis breaks down overall categories, search terms, and products that saw an increase on Prime Day in 2021 to inform 2022 trends.

Why Brands Should Take Note

Based on Pattern’s proprietary data, all brands can learn from the amount of overall sales volume that happens on Prime Day and the most popular categories. For instance, if you offer a higher priced or premium product on Amazon, then consumers who have waited to buy will likely take advantage of the Prime Day price drop. Therefore, inventory, logistics, and fulfillment need to align with the promotional pricing strategy. If you are a brand that is in the top selling categories or offer goods that complement the most sought after products, tailoring your advertising and marketing campaigns with purchase messaging, conquesting, and retargeting could win you incremental sales, too.

Electronics Expected to Lead Prime Day

Based on our reporting, electronics, in general, leading the pack comes as little surprise, given most electronics are more expensive items that potential buyers are likely to ruminate on before making a purchase (e.g. cell phones, laptops, fitness trackers, etc.). After all, Prime Day discounts have and will continue to present the perfect opportunity for the conscientious consumer to move from consideration to purchase.

However, the focus on household electronics, smart devices, and lifestyle gadgets (fitness trackers, pet cameras, smart TVs, etc.), is a telling focal point of consumers eager to ease aspects of home — and work-from-home — life with technology, even as the global pandemic restrictions have lifted in many areas.

For example, here are a few household electronics and appliances that saw increases in consumer demand on Prime Day in 2021:

  • Smart Plugs – 246% increase
  • Smart Home – 166% increase
  • Roomba – 146% increase
  • Pet Cameras & Monitors – 59% increase
  • Coffee Makers – 62% increase

Prime Day 2021 Top Product Categories

In 2021, consumers used Prime Day to level-up their pet-parent game — or rather, their pet watching game. While it may seem like pet products took the lead over electronics, it was actually pet cameras and monitors (more home technology) that accounted for the increase.

Following pet products, electronics, video games, and exercise equipment (led by fitness monitors, yet another electronic device) all saw increases in demand on Prime Day. Only beauty and vitamins and supplements saw decreases in demand during Prime Day.

Change in Demand for Top Search Terms

Could Prime Day be the perfect time to find any long-lost relatives through a DNA test? Last year, the search term “23 and me” had a nearly 250 percent increase on Prime Day — the most of all the search terms we analyzed. Given the high price point of 23andMe tests (between $100-$350), this tracks with the underlying theme of electronics: if it’s expensive, use Prime Day discounts to buy it.

Immediately following 23andMe were Smart Plugs and Smart Home, followed by household electronics like Roombas and Air Fryers. As we saw with pet cameras, if an appliance or technology can make home life easier, consumers are likely to seek it out on Prime Day.

In addition, we specifically wanted to see how Amazon devices would fare on Prime Day, and were not disappointed. Fire TV, Echo Dot, Kindle, and Alexa-friendly devices all saw an increase in demand among the terms we analyzed.

As we mentioned above, it’s highly likely for the demand of Amazon household electronics to continue on Prime Day 2022. In fact, Amazon has even introduced a new Prime Day incentive for consumers to enter their technology ecosystem in the form of a Prime Stampcard. This year, consumers can earn a $10 credit for their Prime Day order by completing four different activities between June 16 and July 13:

  1. Making a Prime-eligible purchase
  2. Streaming a show on Prime Video
  3. Listening to a song with Prime Music
  4. Borrowing an eBook on Prime Reading

In short, Prime Day continues to be an opportunity for Amazon to promote its own technology ecosystem, and consumers are taking advantage of it.

Insights by Category

Baby Products

Larger, more expensive baby items such as swings (35%), activity centers (25%), gyms and playmats (24%), walkers (23%), and bouncers (22%) all landed near the top of the baby products category for Prime Day 2021, indicating the importance of Prime Day to make investment purchases vs. day-to-day ones.

In that same vein, smaller, more inexpensive baby products such as skin care, oils, and books all saw decreases in demand on Prime Day.

Electronics

Among electronics, OLED TVs led out the category with demand increasing by 132%, yet again following the theme of expensive electronic and household devices drawing consumers to make Prime Day purchases. Vacuums, security cameras, and laptop computers were next among the top electronic products we analyzed for consumers.

Overall, very few electronic products had a decline in demand on Prime Day. Indeed, these typically were electronic accessories, again suggesting Prime Day’s main draw is good deals on expensive items.

Tools

Power and woodworking tools both saw bumps in demand on Prime Day 2021, at 18% and 41% increases, respectively. However, hand tools saw a 10% decrease, again indicating that consumers are more likely to purchase bulky, expensive items and appliances on Prime Day rather than everyday household ones.

Vitamins & Supplements

One of the few categories to have an overall decrease, demand for vitamins & supplements decreased by 17% on Prime Day 2021. We suspect that seasonality is the main driver for the decrease, as the new year is typically when consumers find the best deals for health-related products (and are also seeking them out).

Beauty

Beauty also saw an overall decrease on Prime Day last year, as beauty tools and accessories (-6 %), grooming (-10%), age-related beauty products (-64%) all dropped in demand. This data again suggests that we can expect consumers to spend less on day-to-day items and more on big ticket ones on Prime Day.

Exercise Equipment

Consumer demand for exercise gadgets — fitness trackers and monitors in particular — increased during Prime Day last year. Interestingly, men’s fitness apparel saw a marked increase (20%) while women’s fitness apparel saw a decrease (-3%). If we assume that men are more likely to make the investment of purchasing fitness equipment, this could explain the difference in demand between men’s and women’s apparel.

Video Games

For video games, consoles led out on Prime Day last year, with PlayStation 5, Nintendo Switch, and Xbox all driving demand up by 30% or more. Similarly, expensive video game accessories like gaming mice, chairs, and controllers were also likely to attract consumer interest.

Interestingly, sports and teen video games saw decreases in interest on Prime Day.

Office Products

Given that remote and hybrid work is here to stay, it should come as little surprise that last year’s Prime Day demonstrated increased consumer demand for office products. Home office furniture led out with an 18% increase in demand, followed by office lighting with an increase of 13%. After all, it’s never too late to improve your Zoom setup.

Pet Products

Demand for pet monitors and cameras increased by 59% during last year’s Prime Day while demand for pet food and nutrition decreased by 4%. Again, consumers are likely to prioritize one-off, expensive purchases on Prime Day rather than daily or recurring ones, and the pet category is no exception.

Kitchen & Bath

As with the other categories we’ve analyzed, more expensive electronics and appliances led out for kitchen and bath products. Stick vacuums and electric brooms had a massive 112% increase, closely followed by fitted sheets with demand increasing by 85%. Other appliances like steam mops and coffee makers also saw jumps in demand on Prime Day.

Everyday items like towels, cleaners, and grocery all saw decreases in demand.

Final Takeaways

Our data shows that electronic devices were a major draw to Prime Day in 2021, something we think is unlikely to change this year. Household electronics, lifestyle gadgets, and Amazon products will lead out among electronics — especially as Amazon increasingly incentivizes their Amazon ecosystem of digital products for Prime Day deals.

Although the days of the pandemic are mostly over, consumers have embraced the benefits of technology in their homes, exercise routines, and home office setups. From installing a camera, to keeping an eye on the cat, to finally buying a PlayStation 5, consumers look to Amazon Prime Day to purchase big-ticket items they’ve been holding out on the rest of the year.

For any brand looking to get into the game during Prime Day 2022, it is important to control your pricing strategy and promotional cadence so that you can leverage the increase in traffic and search volume on Amazon, as well as execute effective advertising and marketing campaigns to retarget the most sought after products and categories.

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4 Key Considerations To Win on International Ecommerce
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4 Key Considerations For A Winning International E-Commerce Strategy

With the acceleration of e-commerce during COVID-19, cross-border shopping also saw considerable growth making international e-commerce an attractive strategy for many retailers planning their next phase of growth. A global survey by Logistyx Technologies in 2021 revealed that 57% of online shoppers around the world made at least one online purchase from another country in the last 12 months – while a further 22% considered doing so. And 43% agree or strongly agree that shopping more online during the pandemic increased their willingness to consider cross-border e-commerce purchases.

When expanding internationally whether it be cross-border where you sell your products into a market and fulfil from your home country, or localised eCommerce where all of your key ecommerce operations are available in the market you are targeting, there are a number of considerations to enabling a successful international expansion.

While this is not a comprehensive guide to building an international expansion strategy, here are four key areas to consider when building your international strategy.

1. Which Markets Are Right?

To get started on your strategy, we recommend going through an initial market selection process. Some key areas of research will help you understand which markets look to be the best fit for your business.

Start with a shortlist of markets that might be a good fit for your brand and product, then research the following for each country:

  • What does the total opportunity look like? For example, according to Statista, the US market generated $768B in eCommerce total sales revenue in 2021 and is forecast to grow to $1.3T by 2025.

  • How and where are people shopping? Who are the key players overall and who will you be competing with? This information will help you understand which markets are right for you and in many cases present some compelling channel opportunities.

  • What do customers in each market expect from a brand in your vertical? Eg. Mckinsey’s research states that in the US - Over 90% of consumers expect FREE 2-3 day delivery – Food & Grocery consumers expect a less than a 1-day delivery window.

  • What local regulations do you need to be aware of? Research areas like privacy, tax, customs and border protection, local trade laws and regulations specific to your vertical.

 2. Which Operating Model and Channels are Right?

Having gathered data around market opportunity and growth, where your target customers are shopping and market nuances, you can begin to consider the best channel/s and operating model for launch.

There are four primary operating models, each of which will provide different levels of access to consumers when it comes to eCommerce. Working with international distributors provides the lowest barrier to entry while selling from your own website is the most complex from an organisational perspective.

  1. A distribution model means working with a local distributor to expand into a specific market. This allows businesses to leverage market-specific expertise and limited requirements for local operations. This, however, also means you have limited control of the end-to-end customer experience.

  2. Selling on marketplaces provides access to a significant existing customer pool while placing some requirements on the Australian operation (tech, admin, logistics) but also means limited control of the customer experience.

  3. Social commerce presents the benefits of providing access to a significant consumer pool with limited requirements for technology. The channel however is still awareness first, transaction second and does require logistics support.

  4. Selling on your own website while the most complex and requirement-heavy model enables complete control of the customer experience.

3. How Will You Drive Growth?

Rather than adapting your current marketing activity to a given market, a localised strategy is essential. It cannot be assumed that the same channels, ads and keywords that work in Australia can be merely repurposed for other markets.

Businesses looking to deliver growth will need to ensure investment in media is commensurate with growth plans. There will likely be a need to overinvest initially to garner results and build momentum in a new market. Furthermore, if you’re trying to accelerate in a new market, you may need to consider investing at a level such as 25%-30% of total eCommerce revenue. As the other digital marketing channels mature, this will decrease towards a normalised investment of approx. 10% of total eCommerce revenue.

Some things to consider:

  1. What are the key channels locally, depending on the market they may be different to the key domestic channels.

  2. Will your campaigns be focused primarily on the top or bottom of the funnel? This will depend on the level of brand awareness you have if any in the market. Investing in brand awareness campaigns is critical when entering a new or crowded market. 

  3. If you are planning to sell from your own website, what does your CRM strategy look like for that market and what local SPAM and privacy laws do you need to be aware of?

 4. How Will You Operationalise?

What do you need? What do you have? Where are the gaps and how you will fill them? Depending on the channel, you will need to consider people, platforms and processes across areas like management, supply chain, marketing, and customer service.

  1. People: What skill sets and capacities are required across each area? What can you manage internally, and where will you benefit from leveraging partners? 

  2. Platforms: What new technology platforms or changes to existing platforms are required to support the operation? When considering new platforms, core technology solutions are typically a multi-year investment, so it’s prudent to ensure that you undertake a comprehensive process to evaluate if a technology is the right fit for the business.

  3. Process: What existing processes need to be modified and what new processes need to be developed to service the new market and meet customer expectations?

Accelerate your International Strategy with Pattern

When expanding internationally, brands typically find greater success with a partner guiding them through the process. As a Pattern partner, you can access our extensive expertise and resources to help you succeed in domestic and international markets. We know the ins and outs of great ecommerce strategy, we’re fanatical about great data and obsessed with growing our partners’ ecommerce profitability.

Contact us to learn about how we can help you establish or accelerate your ecommerce operations.

How to Use SEO Keyword Trends to Make Business Decisions
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How to Use SEO Keyword Trends to Increase Revenue

With over 200 ranking factors Google uses to assess and position a webpage in search engine results, keywords are still a crucial aspect to any SEO strategy. Relevant keywords need to be placed across many elements of the page, from the title tag and H1 to on-page copy to help search engines understand the intent of the page.

However, if a brand is looking to accelerate its SEO success, you need to look beyond the monthly average search volume SEO tools provide. Diving deeper to understand that keyword search volumes actually change on a monthly basis—they rise and fall based on many factors—is key to elevating your strategy, increasing revenue and targeting users when they are actually searching online.

How to Use Keyword Trend Data?

Having seasonal keyword trends data can be incredibly powerful for your brand. Being able to understand what your users are searching for and when can influence many aspects of your business, from when to launch products, to selecting the most seasonally relevant terms to include in your on-page copy.

1. Better Plan Product Launches & Drops

After creating numerous iterations of keyword projects for a wide range of clients, the most consistent feedback we are given on how keyword documents are used is for helping plan product launches aligned with when users are searching for them.

A real-life example of this is a client choosing to bring forward the launch of their puffer jacket product collection to meet consumer search interest, rather than following previous fashion cycle patterns.

Looking at the keyword seasonality trends, puffer jacket keywords begin to increase in volume in February each year, hitting their peak in June. This is not a once-off trend and has been repeated in past years. Previously, the brand was launching their puffer jacket range in May, which from a weather perspective is ideal, with the temperature cooling down ahead of winter—perfect for wearing puffer jackets.

However, after analysing SEO trends, having puffer jackets available from February onwards, when users are starting to search for these products, would potentially lead to an increase in revenue and traffic to the site. This tactic of aligning keyword trends with user behaviour and product launches can also be applied to almost every industry and product category, from FMCG items to clothing collections.

2. Optimisation of Landing Pages & Product Pages

Keyword seasonality data can also be used to plan optimisations of landing and product pages. This is, in particular, extremely effective for seasonal products, or evergreen landing pages that are used across multiple campaigns throughout the year.

Looking at the fashion ecommerce industry, seasonal products such as coats and jackets to shorts and tank tops, can all benefit from an injection of seasonally relevant keywords. For coats and jackets, focusing on keywords to do with layering and transeasonal dressing should be implemented in autumn, which can then be switched out with keywords concentrating on warmth and comfort in winter. This strategy can be implemented on a range of pages, including individual product pages and product category pages.

Likewise, evergreen and core products or categories that see multiple seasonal campaigns should also be optimised using seasonal keyword data. Gift cards and gifting pages are a common example of this, where gift cards and other gifting product sales spike before the event and quickly die down afterwards. By optimising these pages ahead of the gifting holiday (e.g. Mother’s Day, Father’s Day, Christmas, etc.), you’ll be increasing the likelihood of these pages ranking—and therefore increasing revenue—for those specific event terms (e.g. father’s day gift ideas).

3. Understanding Store Visitation Seasonality

With more and more people returning to in-store shopping in this post-pandemic landscape, understanding seasonal shopping trends by assessing a brand's store-based keywords (e.g. brand name + location, such as Coles Moonee Ponds) can give a brand a glimpse into current in-store shopping trends. 

The correlation we can make between keywords and store visitation is that the higher the search volume for a particular store keyword, the more people searching for it and therefore the more people are likely to visit in-store. This data can be used for planning in-store promotions, understanding the busiest times of year for the store which helps with rostering staff, and ensuring stores have enough stock to meet customer demand.

This seasonality data can be then overlaid with store foot traffic analytics to create an omnichannel view of store performance and how users online are converting or shopping in-store vs online.

4. Planning Seasonally Relevant Content

If a user is searching for a particular keyword or product to purchase, there is a likelihood that the same person will be looking for additional information on that topic. For example, assessing the keyword trends around Spring Racing Carnival dresses and Melbourne Cup dresses (an annual thoroughbred horse race in Victoria, Australia), these keywords see their peak in October each year, before the event at the start of November.

As part of the Spring Racing Carnival, there are themed days for different events, including Derby Day, Melbourne Cup, Oaks Day and Stakes Day, and for each of those, different dress codes are required. Using the broad keyword seasonality trends can help inform brands when to produce long-form blog content in the lead-up to the event.

If Spring Racing keywords peak in October, then blog content that talks to the dress codes, what to wear, how to make a fascinator, etc. needs to be created and launched ahead of the October peak, ideally a month or two before so the article begins gaining authority and traffic. Users looking to purchase these products will be also searching for information on what the dress codes are, style advice, etc.

If content is being produced and launched during the time the keyword is peaking, you are missing out on potential traffic, brand awareness and revenue that could be captured in the lead-up to it.

Why Do Keyword Search Volumes Change?

There are multiple reasons why keyword search volumes change and that they’re not consistent each month:

Seasonal Events 

The most significant factor that affects keyword search volume trends are seasonal events. Any of the major gifting or sale periods such as Black Friday, Boxing Day, Mother’s Day, Christmas or Easter is the best example of this. 

Consider Father’s Day, which is held on the first Sunday of September every year. In the lead-up to that, searches for keywords such as [fathers day gifts] and [best gifts for dad] are going to be at their highest before the event. However, once Father’s Day is over, it is extremely unlikely that people will be searching for those terms again until next year.

However, if you only look at the average monthly search volume for these terms, it would suggest that users are still using these keywords consistently around the year.

Virality of Topic

Topics that become newsworthy, whether that's through social media, celebrities or mainstream media, are likely to see huge seasonal keyword shifts. A key example of a viral product that surged in popularity was fidget spinners in 2017. After quickly becoming a smash hit on Instagram, Snapchat and the newly-launched TikTok, interest in the topic skyrocketed from its first viral posts in early 2017 until its peak in May 2017. The interest in the product then rapidly declined, falling into the pop-culture history books a few months later.

But what does this mean for SEO? With the increasing interest in the product on social media, keyword search volumes naturally grew. Users were searching for products, how to do tricks, how to clean their products and more. Brands that were able to leverage these viral keyword trends were able to target these users and increase their revenue in line with the trend.

Consumer Trends

Overarching consumer trends, whether it’s due to economic, environmental or social factors can also impact keyword search volumes. During the COVID-19 pandemic, in the first wave of the restrictions in 2020, a number of casual clothing keyword terms saw large search volume increases. 

Why? With a large portion of Australia’s population being restricted to their homes, trackpants, hoodies, t-shirts and sports leggings became our go-to day-to-day outfits. Conversely, clothing categories such as suits and event dresses (e.g. cocktail dresses), saw large search volume declines due to not needing them for work and not being able to participate in these events.

How Do I Get Keyword Trend Data?

There are multiple ways to quickly capture keyword trend data, with the easiest being Google Trends. Simply put in the topic or keyword and it will display an aggregate interest metric which is a culmination of search volume and other factors. That being said, Google Trends doesn’t offer month-by-month breakdowns in search volume—that needs to be calculated from other tools.

Alongside Google Trends, specialised SEO tools such as SEMRush, Moz, Ahrefs and BrightEdge can also provide trends data for selected keywords.

However, for the best results, the Pattern SEO team uses a combination of SEO and SEM tools to capture granular, month-by-month keyword data so you can identify trends, grow revenue and better target users when they're searching for your products—all of which is presented in an easy-to-use, interactive spreadsheet.

For more information on how Pattern can accelerate your SEO strategy, contact us now.

Pattern UAE Shopper Report 2022 Cover Image
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Shopper trends and growth opportunities for brands in the United Arab Emirates

Pattern’s 2022 Amazon United Arab Emirates (UAE) shopper research has highlighted the consumer habits in the region, and demonstrated why it is fast becoming one of the most exciting growth opportunities for brands selling online. We surveyed UAE online shoppers at the beginning of 2022 to determine how their shopper behaviour was likely to develop during the year compared to 2021. We compiled our findings in the UAE Shopper Report 2022 and share the most interesting insights shown below. Shoppers have an appetite to spend Online spending in the UAE is set to see a year-on-year increase during 2022. Overall, 74% of online shoppers polled said they would spend more online shopping this year compared to 2021. A further 19% expected to spend the same as in 2021, with just 6% expected to spend less. Of the 74% who expect to spend more during 2022, nearly half (47%) said this figure was likely to be a lot more. Online marketplaces lead the way More respondents expected to purchase online this year from Amazon or Noon than other online retailers for every major product category, including fashion, consumer electronics, home and kitchen, and beauty. For example, in the consumer electronics category, 61% of online shoppers expect to buy from Amazon, and 42% from Noon. In comparison, only 14% expect to buy online from retailers with both stores and a website. For home and kitchen, 60% expect to buy from Amazon, 46% from Noon and just 18% to buy online from retailers with a store and website. This pattern is mirrored in many other categories. Amazon opens new doors The opportunity for consumers to discover new products and brands through Amazon is evident. 42% of Amazon.ae shoppers purchased a product from a brand that they had never purchased before. Our findings show that Amazon.ae is a great platform for brands to raise their profile amongst UAE’s online shoppers. Our UAE Shopper Report shows the growing popularity of Amazon in the region, with shoppers using Amazon to find new products and discover new brands. With increases in usage, spending and Prime membership across almost all age groups, Amazon.ae is a platform where consumer brands must build a strong presence if they want to achieve Middle Eastern sales growth. The UAE’s ecommerce market size is predicted to grow from US$10 billion in 2021, to US$17 billion in 2025, reinforcing the opportunity for brands to achieve profitable growth in the region. Download the full [2022 UAE Shopper Report](https://info.pattern.com/uae-shopper-report-2022) to learn more about the insights we have gained from this research.

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