Amazon Prime Day Event Sales Neared £1.3bn

A report by Adobe Analytics suggests that Amazon's two-day Prime Day event generated sales of nearly £1.3bn in the UK.

This year's Prime Day took place on 16th and 17th July, with day one sales of £633.4m, a 9.1% rise compared to 2023's £581m. Sales on day two exceeded £618m, representing an 8% increase on the £570m achieved the previous year.  

The report indicated that consumer use of Buy Now, Pay Later payment services was up 6.5% on 2023 figures, representing 14.9% and £186.4m of sales during the event.

Apparel and electronics were in the most discounted and best-selling categories.

Vivek Pandya, lead analyst of Adobe Digital Insights, said: “Prime Day has once again proven to be the biggest online shopping event for the UK market with the two-day sales period seeing significant growth and an increase of £101.3 million in sales compared with last year.

“Consumers seized the opportunity to buy, while competitive discounts across multiple categories helped them to save and maximise the value of their spending.

“This year’s boost will come as welcome relief for retailers who have faced sluggish growth in the first half of 2024, but the heavy discounting needed to generate these sales will put a bigger squeeze on margins.

“With the first UK leg of the Eras Tour and England’s performance in the Euros failing to deliver the levels of growth retailers were hoping for, these major shopping events become even more important."

Source : Data from Adobe Digital Insights

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