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 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/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)

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