2024年Prime Day、黑色星期五和网络星期一的统计数据和策略报告

Amazon’s Biggest Sales Events 2024

Key Takeaways

1. Prime Day Discounts: This year's Prime Day saw earlier discounts compared to previous years. Only 5 out of 13 categories experienced their lowest average sale prices on Prime Day itself, while the majority saw the lowest prices in the days leading up to the event.
2. Historical Insights:
   • 2023 Big Deal Days: This event saw significantly larger discounts, with some categories experiencing price drops that doubled from the previous year.
     • Appliances: Average price drop of 20%, up from 10% in 2022.
     • Beauty & Personal Care: 15% reduction, up from 7% in 2022.
   • Black Friday and Cyber Monday: The biggest deals generally occurred on the day before each retail holiday, with discounts averaging 13% off on those days compared to 5% and 3% on the actual holidays.

Prime Day 2024

1. Record-Breaking Sales:
   • Amazon reported a record-breaking number of people signing up for Prime in the weeks before the event.
   • Shoppers bought over 200 million items and saved billions in discounts.
   • Deals spanned over 35 categories, from exercise equipment to toys to beauty products.
2. Pricing Trends:
   • Category-Specific Pricing: Some categories had their lowest prices during the event, while others reached their lowest prices days before.
   • Early Influencer Deals: Influencers like Millie Bobby Brown and Jared McCain promoted exclusive deals, leading to significant price drops in categories such as beauty, apparel, and sports.
   • Daily Average Prices:
     • Appliances: $918.35 on 7/12, dropping to $353.28 on 7/16.
     • Beauty & Personal Care: $28.43 on 7/12, dropping to $28.53 on 7/16.
     • Electronics: $37.22 on 7/12, dropping to $37.21 on 7/16.
     • Grocery & Gourmet Food: $97.50 on 7/12, dropping to $105.06 on 7/16.
     • Health & Household: $67.22 on 7/12, dropping to $66.76 on 7/16.
     • Sports & Outdoors: $51.48 on 7/12, dropping to $50.57 on 7/16.
     • Tools & Home Improvement: $71.57 on 7/12, dropping to $71.79 on 7/16.
     • Toys & Games: $28.61 on 7/12, dropping to $28.43 on 7/16.
     • Video Games: $42.87 on 7/12, dropping to $42.71 on 7/16.
3. Top Performers:
   • Instant Brand: Sales grew 25% more than last year, with some products seeing price drops between 10% and 15%.
   • Sunday Riley: Sales increased by over 150%, surpassing the brand’s 2023 performance by approximately 60%.

Key Selling Events: Historical Insights

1. Trends by Category:
   • Electronics and Toys & Games: Lowest prices typically occurred during Amazon’s summer Prime Day sale.
   • Beauty & Personal Care: Lowest prices usually happened around the event dates.
2. Product-Level Pricing:
   • Jungle Scout Data Analysis: Prices for certain categories were generally at their lowest during specific sales events, indicating varying trends based on the event type.

Overall, Amazon's sales events continue to drive significant sales and discounts, with strategic pricing and early promotions playing crucial roles in maximizing consumer savings and driving brand success.