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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Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)
Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

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