Prime Day: Which Products See the Biggest Lift?

Amazon Prime Day first launched on July 15th, 2015 to celebrate Amazon.com’s 20th anniversary. And even though Amazon Prime Day is merely six years old, it’s already become one of the biggest online shopping days of the entire year.

As you know, we love diving deep into our data to learn more about online shopping trends, and few events have been more interesting to us than Amazon Prime Day. An online shopping holiday built entirely around shopping on Amazon is sure to drive some particularly interesting trends. Particularly last year, as Prime Day was postponed from July to October as a result of the COVID-19 Pandemic.

We wanted to know: Which categories of items saw the biggest boost during Prime Day last year? Which ones actually saw demand fall off last year? What were the top categories during Prime Day? And did COVID-19 show up in the types of categories that did or did not do well during Prime Day?

We crunched the numbers, so keep reading while we seek to answer these questions and more.

Which categories were the most popular on Amazon Prime Day 2020?

With a near limitless supply of items available, visiting specific category pages on Amazon is an extremely popular way to browse for deals without getting overwhelmed. So we first decided to look at category pages that were the most popular on Amazon Prime Day last year:

Electronics, gadgets, and phones were extremely popular on Prime Day last year. Cell phone and accessories were the number category, while electronics accessories and supplies were number two. Electronics and cell phone accessories were also in the top ten.

Home goods and supplies were also quite popular. Home and kitchen was the third largest category while home improvement, health and household, and appliances were also all in the top ten.

But these are categories that we’d expect to be popular year-round. So next we took a look at the top ten categories on the day before Prime Day last year:

Cell phones and accessories were also the number one category on the day before Amazon Prime Day, but there’s still evidence that Prime Day did provide a significant boost to electronic and phone related categories. Electronic accessories and supplies was only the #5 category on the day before Prime Day, electronics was #10, and cell phone accessories weren’t in the top ten at all.

Home improvement actually dropped from the #2 category on the day before Prime Day to the #4 category on Prime Day itself. Health and household products dropped as well, as did beauty and personal care.

To more clearly illustrate how Prime Day impacted these top categories, here’s a side-by-side comparison showing demand for the top ten categories on Prime Day and how much demand those same categories received on the day before Prime Day:

Impressively, every category in the top ten saw at least a modest increase in demand on Prime Day. Cell phones and accessories, which was already the top category on the day before Prime Day, saw demand increase by 35% on Prime Day. For the most popular category on the website to receive a boost of that size underscores the power of Prime Day.

Even home improvement and health and household products, which dropped in their overall rankings, received at least a modest bump in demand on Prime Day. But the big winner in the top 10 categories was Electronics, which got a truly impressive 57% boost on Prime Day.

For reference, here’s the daily demand for some of these top categories for each day of 2020.

Cell phones and accessories take a significant and noticeable leap on Prime Day, but it’s actually Black Friday and the day after Christmas that represent the top days of the year for this category.

Even though cell phones and accessories is the top category on Prime Day, electronics is clearly the major category that benefits from the holiday the most.

Demand is remarkably stable for this category through the first three quarters of the year until Prime Day. The holiday is so huge for this category that it even dwarfs Black Friday.

Home and kitchen, meanwhile, shows a less dramatic, but still impressive increase in demand on Prime Day compared to the rest of the year:

The impact of Prime Day on home and kitchen categories amplifies as you drill deeper into specific subcategories. Particularly smaller kitchen appliances, like air fryers, for example.

Health and household products (which includes things like cleaning supplies, etc.), meanwhile, received no discernable bump on Amazon Prime Day.

Instead, it was the early days of the COVID-19 pandemic that provided a huge initial lift for that category.

Let’s drill deeper into a similar category and view daily demand for personal protective equipment and safety gear like masks and face shields:

Again, we see it was early pandemic scare moments that moved the needle for this category as well. However, it appears that Prime Day didn’t have a negative impact on either category, which suggests that people were doing additional shopping for luxury items on the holiday.

Daily views for other major categories reinforce this theory.

So while some categories may have seen their rankings drop during Prime Day, it wasn’t necessarily because fewer people than usual were browsing those major categories, but rather other categories received more additional traffic.

Naturally, this got us wondering, which categories received the biggest bump on Prime Day?

Let’s find out.

Which categories got the biggest Prime Day boost?

Again, we can’t underscore enough how significant it is for the top categories on all of Amazon to see demand rise to such a degree, but surely, some of the more niche categories got even bigger boosts, right?

Well, there was only one way for us to find out. We dug extra deep into our data by including the narrower, more specific categories and seeing which ones saw demand climb the highest on Prime Day:

In line with the broader trends we saw in the previous section, personal gadgets and kitchen appliances did quite well on Prime Day last year.

Running GPS units saw a 142% increase in demand on Prime Day, good for the largest increase in the categories included in our analysis.

Yogurt makers, digital picture frames, garage door openers, slow cookers, pet cameras, and suitcases all saw demand more than double on Prime Day. Other top ten categories included gadgets like handheld GPS units, sound bars, and memory cars, as well as home goods like dutch ovens and doorbells.

Here’s a daily view of some of the categories above to show just how much Prime Day moved the needle:

What were people searching for the most on Prime Day?

Browsing through categories is the “window shopping” version of shopping on Amazon, but what about people who visit the site with a very specific product in mind? What kind of impact does Prime Day have on specific queries?

Let’s start by examining the top ten queries on Amazon Prime Day last year:

Apple Watch was far and away the most popular search term on Prime Day. The remaining top terms also align well with the top categories we saw on Prime Day, including plenty of gadgets and home and kitchen items.

Interestingly, only one Amazon produced product — the Fire Stick — cracked the top ten, despite Amazon’s heavy promotion of their own products during the holiday.

Of course, many of these queries are for some of the most consistently popular items on the market. So let’s take a look at the top queries on the day before Prime Day for a baseline reference.

The top two queries on the day before Prime Day last year are almost certainly queries we wouldn’t expect to be the top two on the day before Prime Day this year.

“Halloween decorations” was the top query, unsurprising as Prime Day was postponed to mid-October. “Face mask,” as you might expect, was a top search term throughout much of last year. “Desk” was another popular query during 2020 as millions of Americans sought to improve their home offices during the pandemic.

You could argue, then, that Prime Day saw online shopping habits “return to normal” as popular pandemic and seasonal shopping terms fell out of the top ten and were replaced by standard pre-pandemic favorites.

Now let’s take a look at which search terms got the biggest boost on Prime Day:

“Lifestraw” saw the biggest leap up the rankings out of any term in our analysis, climbing from the #14,722 ranked query on October 12th all the way up to the 624rth most popular query on Prime Day.

“Under Armour” was another impressive climber, leaping from the 3,904th most popular term all the way to the top 150 terms.

Meanwhile, here were the queries who saw the biggest drops in popularity on Prime Day:

Here is where we really see mid-October’s influence, as people hit pause on watching halloween movies and shopping for halloween clothes in order to seek out Prime Day deals instead.

A lesson for brands

Our data shows that Amazon Prime Day has a clear and strong impact on how and what people shop for. People tend to browse for deals on electronics, gadgets, and home and kitchen supplies. They also seem to search after specific brand-name items in hopes to find a killer Prime Day deal.

2020 brought unique and unusual trends, with personal protective equipment and home office supplies rising in popularity, but those weren’t really the items people were seeking after on Prime Day. What kind of impact this might have, if any, on Prime Day this year remains to be seen. Stay tuned, as we’ll keep an eye on these trends throughout the rest of this year.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

To stay up to date on consumer behavior and ecommerce news, info, and trend analyses, be sure to subscribe to Pattern Insights on the right.

And, if you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, schedule a demo today.

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Global Ecommerce: Weekly News (6th September 2022)
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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/)

Global Ecommerce: Weekly News (30th August 2022)
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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/)

Global Ecommerce: Weekly News (23rd August 2022)
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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/)