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.
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.
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:
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.
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:
In short, Prime Day continues to be an opportunity for Amazon to promote its own technology ecosystem, and consumers are taking advantage of it.
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.
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.
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 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.
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.
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.
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.
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.
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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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.