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.

Pattern keeps an eye on industry trends and consumer insights to help companies accelerate their ecommerce presence. Stay in the know by subscribing to our biweekly Insights newsletter on the right, or schedule a demo today.

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Ecommerce Accelerator vs. Aggregator
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Ecommerce Accelerator vs. Aggregator

You may be a big brand or an emerging challenger looking to grow on Amazon and other marketplaces. Your goals seem simple: to grow your profits and stay in brand control. You know you need help, but who do you turn to? An aggregator or an ecommerce accelerator? Like most executives you ask, “What is the difference?”

As an ecommerce accelerator, Pattern helps brands stay in control and maximise profitability worldwide. We are acutely familiar with the confusion (aggregator vs accelerator) and will break down the differences so you can understand why an ecommerce accelerator, like Pattern, is the right partner for your brand to maximise its potential on global marketplaces.

The Simple Difference: Purchase vs Partner

Aggregators are typically purchase-focused. They will buy and scale third-party brands on marketplaces. Their strategy is to acquire brands that fit their strategic vision and then grow them through operation. 

In ecommerce, aggregators tend to be relatively new companies that invest in Amazon-focused brands and then apply a wide range of strategies to grow them. Strategies like technology, economies of scale with other brands, and tapping into historical data on Amazon from their portfolio of brands.

Rather than purchasing brands, ecommerce accelerators partner with brands to apply data-driven technology and expertise to increase revenue growth for that brand across major online commerce channels, including D2C sites, ecommerce marketplaces such as Amazon, Tmall, JD.com, noon, Zalando, and beyond.

Accelerators can help their brand partners bridge the gap between one-off metrics and the lifetime value of a customer, which is a much more accurate indicator of the long-term growth and success of a brand. This collaboration and communication typically enables the brands to become much more strategic about both short-term investments and longer-term product development.

Pattern, an ecommerce accelerator, works with brands to accelerate sales by buying the brand’s inventory, using proprietary technology to maintain brand control on marketplaces, and accelerate growth (traffic, conversion). Pattern uses data insights and expertise to figure out where the gaps are in sales, optimising the brand across marketplaces, and identifying insights for boosting margins.

They Can Co-exist

Accelerators and aggregators are not direct competitors. Remember, aggregators buy brands, whereas accelerators buy stock in the inventory, so aggregators may hire an accelerator to move product.

But, even together, accelerators do the heavy lifting. Brand aggregators may get the press, but ecommerce accelerators often do the hard work of helping brands grow on Amazon and beyond. Accelerators bring the data and operational know-how to identify and capitalise on opportunities and the experience to help overcome common difficulties.

As a result, brand aggregators and accelerators are not competitors but different approaches to the same goal: sustained growth for brands. And with all the aggregation that has already occurred, acceleration with a partner like Pattern will be the mandate for future proofing your brand.

Which Will Bring Your Brand Success?

Most aggregators are good at sizing up an acquisition but may lack the total experience needed to operate a business on Amazon and other marketplaces. Aggregators need to become accelerators if they are going to continue to survive. It's not enough to acquire brands, you have to grow them.

Pattern is an ecommerce accelerator that helps brands succeed on marketplaces like Amazon, TMall, JD.com, Zalando, and more. As a partner who has stock in your inventory, Pattern applies its proprietary technology and data-driven insights to help brands stay in control and get a piece of the $6 trillion global ecommerce market.

Are you ready to accelerate? Contact Us Today.

Ecommerce Accelerator vs. Agency: What Makes Them Different?
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Ecommerce Accelerator vs. Agency: What Makes Them Different?

Ecommerce accelerators are taking the industry by storm, and catapulting brands to new successes. But, since an ecommerce accelerator is a third party relationship, isn’t an ecommerce accelerator actually just another agency on a brand's roster?  

While the two sound similar, ecommerce agencies focus more heavily on providing services and deliverables within a specific scope of work and time period in exchange for payment, while ecommerce accelerators lean into full-fledged partnership, helping grow brands in exchange for a share of profits.

As an ecommerce accelerator, Pattern partners with brands to provide the technology, expertise, and resources brands need to grow revenue and profits across marketplaces around the world. And, unlike other accelerators or agencies, Pattern invests even deeper in each opportunity by taking stock in a brand’s inventory.

Ecommerce Agency vs. Ecommerce Accelerator

Agencies Provide Deliverables

Ecommerce agencies work for your brand to provide a variety of services.  From marketplace SEO to product photography, agencies are contracted to provide a set period of support and/or a number of specialised deliverables.  By taking things like content creation, listing optimisation, and reporting analysis off your plate, agencies allow your brand to focus on other important aspects of your ecommerce business.

However, agencies have their downsides. A scope of work usually includes a flat agency fee, or retainer, aka the benefit of working with them, as well as variable costs.  Plus, the “unexpected costs” like creative shoots, overages, and rush fees.  Because agencies are often paid for work completed and not results achieved (for instance, media agencies are typically paid on a percentage of total ad spend) your goals aren’t always aligned.

Hiring a handful of different, specialised agencies only makes aligning a brand’s marketplace goals even harder since each agency is working with its own data and providing siloed reporting.  Having a bloated agency roster typically means that the tech stacks do not integrate or even talk to one another. By working with one team for advertising, another for graphic design, yet another for customer service, and the list goes on, your ecommerce team is left piecing together the different results to identify new opportunities and create one holistic strategy. 

Ecommerce agencies help alleviate some of the stress on your team, but can create more work connecting the data to the larger business strategy, wasted time going back-and-forth on approvals and processes, and may require more investment in technology to integrate the disparate reports.

Accelerators Provide Partnership

Like an agency, an accelerator is a third party that works with your brand to provide the expertise and resources you need to optimise for marketplaces and ecommerce opportunities.   But unlike an agency, an accelerator buys your inventory and works side-by-side with you to grow your brand and is a one-stop shop for an entire marketplace solution.

Ecommerce accelerators have the same services and capabilities like listing copy, product imagery, and data and analytics that both relieve your ecommerce team and drive traffic to and conversion for a product. But accelerators have the scale to go a step further and full-service resources to provide every step along the way like customer support, inventory forecasting, warehouse storage, packaging product bundles, shipping logistics, and more.   All without surcharges, separate fees, or hidden costs.

Accelerators provide these services under one roof. No more disparate data or disconnected strategies. Ecommerce accelerators can help you optimise your marketplace offering from start to finish, and help you understand how each aspect (inventory, SEO, promotions, etc.) affect the others.

At Pattern, we accelerate your brand by buying your product inventory, helping you optimise for sales, getting orders to customers, and finding actionable insights along the way to enhance the process going forward. As an extension of your ecommerce team, we don’t succeed unless you do, helping us get aligned from day one.

Accelerators—A Long-Term Solution for Brands

While agencies may relieve some pressure and provide expert advice on one specific area of your ecommerce business, accelerators partner with your brand, taking on the workload to drive your revenue. Agencies want you to succeed, but accelerators rely on your success, instantly aligning accelerators to growing your brand.

A leading ecommerce accelerator, Pattern takes stake in your inventory and provides the resources and technology needed to accelerate ecommerce growth and drive profitable revenue on marketplaces like Amazon, Tmall, JD.com, and beyond. 

Want to streamline your agency roster? Set up a meeting 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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