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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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

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)