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Brands Accelerated Ad Spend for Prime Day 2022

Prime Day 2022 was the “Biggest Prime Day Event Ever,” according to Amazon, even amid surging inflation and a challenging economic environment. Consumers purchased over 300 million items during this year’s event, which occurred on July 12-13, up 20% from the more than 250 million items purchased during 2021’s event.

To capitalize on this consumer activity, ecommerce brands increased their investment in advertising for Prime Day 2022, with average ad spend per brand surging 320% over “typical days” (in this case, the Tuesday-Wednesday the week prior), and rising by 11% from Prime Day 2021, according to Jungle Scout’s ecommerce data.

Amazon Advertising Spend on Prime Day 2022: Quick Stats

  • Products purchased up 20% over 2021
  • Amazon seller advertising spend up 11% over 2021
  • Return on advertising spend (RoAS) up 3% over the prior week
  • Amazon seller attributed sales up 334% over the prior week
  • Amazon seller sales conversions up 148% over the prior week

Amazon Ad Spend During and Leading Up to Prime Day 2022

The average spend per brand more than quadrupled (320%) compared to the Tuesday and Wednesday a week prior to Prime Day 2022, but the average spend per campaign soared by 268%. While average spend per brand increased by 11% from Prime Day 2021, average spend per campaign remained relatively flat (-3%).

Year-over-Year Change (%) Week-over-Week Change (%)
Average ad spend per campaign -3% 268%
Average ad spend per brand 11% 320%

Note: Jungle Scout’s ecommerce data. Prime Day 2022 occurred July 12-13, 2022; the Tues-Weds prior to Prime Day occurred July 5-6, 2022. Prime Day 2021 occurred June 21-22, 2021; the Mon-Tues prior occurred June 14-15, 2021. Percentages rounded to the nearest integer.

Sales Revenue Generated by Prime Day 2022

The average attributed sales per brand during Prime Day 2022 surged by 334% week over week, while the average attributed sales per campaign jumped by 280%. Average attributed sales per brand dropped slightly by 20% from Prime Day 2021, as average attributed sales per campaign decreased by 30%.

Year-over-Year Change (%) Week-over-Week Change (%)
Average attributed sales per campaign -30% 280%
Average attributed sales per brand -20% 334%

Note: Sales are attributed from the same SKU of the item in the ad and sales completed within 24 hours upon click of the ad measured.

Sales Conversions During Prime Day 2022

The average sales conversions per brand rose by 148% week over week, while average sales conversion per campaign doubled (100%). Average sales conversions per brand remained relatively the same year over year (-8%), as average sales conversions per campaign decreased by 20%.

Year-over-Year Change (%) Week-over-Week Change (%)
Average sales conversions per campaign -20% 100%
Average sales conversions per brand -8% 148%

Note: Conversions include sales attributed from the same SKU of the item and sales completed within 24 hours upon click of the ad measured.

Return on Ad Spend (RoAS) for Prime Day 2022

Jungle Scout data reports that RoAS for brands was higher on the two days of Prime Day 2022 than an average day, indicating the value for brands of promoting their products through this retail event. However, Prime Day RoAS was down from 2021, perhaps due to current economic conditions.

Rising inflation is impacting spending habits for three out of four consumers, according to Jungle Scout’s Q2 2022 Consumer Trends Report, and affordability is increasingly driving brand and shopping preferences.

Year-over-Year Change (%) Week-over-Week Change (%)
RoAS -28% 3%

Prime Member Loyalty

Low product pricing is the top reason people choose Amazon. In fact, two out of three consumers shop on Amazon, and most are loyal Prime members. Among the 56% of respondents to a Jungle Scout survey with access to an Amazon Prime account, nearly 90% are likely to keep it for another year.

Prime Day Stats from Amazon

Note: The following insights are from Amazon’s post-Prime Day press release:
  • Some of the best-selling items worldwide this Prime Day were from premium beauty brands, including LANEIGE and NuFACE; Apple Watch Series 7; diapers and wipes from Pampers and The Honest Company; kitchen essentials from Rachael Ray, Le Creuset, and Hamilton Beach; VTech and LeapFrog toys; Vital Proteins Collagen Whey; Levi’s apparel and accessories; Chemical Guys car wash products; and pet products from NUTRO, TEMPTATIONS, and GREENIES.
  • Since Prime Day shopping began on July 12, select Fire TV, Echo, and Blink devices were some of the best-selling items on Amazon worldwide.
  • Some of the best-selling categories worldwide this Prime Day were Amazon Devices, Consumer Electronics, and Home.
  • Amazon Live Prime Day streams had more than 100 million views.

Prime Day 2022 Popular Items

Amazon Category Trends on Prime Day 2022: Quick Stats

  • Revenue for robot vacuums up by 160% over the prior two days
  • Revenue for electric toothbrushes up by 112% over the prior two days

Home, household essentials, and consumer electronics were among the best-selling categories in the U.S. for Prime Day 2022. During the event (July 12-13), revenue for robot vacuums surged by 160% from the prior two days, and unit sales jumped by 103%, according to Cobalt sales data.

This robot vacuum saw its revenue soar by 1,371% over a one month-period that included Prime Day.

And, as consumers purchased products to improve their personal health and wellness, revenue for electric toothbrushes surged by 112% during the Prime Day 2022 event from the prior two days, while unit sales jumped by 50%.

 

This electric toothbrush, for example, saw its revenue surge by 1,198% over the last 30 days, which includes Prime Day 2022 sales.

Beyond health and wellness, consumers used Prime Day as an opportunity to stock up on home entertainment items. Revenue for smart TVs increased by 18% during the Prime Day 2022 event from the prior two days, while unit sales moved up by 13%.

This smart TV saw its revenue rise by 2,615% over a one month-period that included Prime Day.

And, aside from home entertainment, consumers also shopped for home and kitchen appliances during Prime Day 2022. To that end, revenue for coffee makers climbed by 29% during the Prime Day 2022 event from the prior two days, while unit sales were up by 15%.

Revenue for this coffee maker soared by 1,434% over the last 30 days.

Online Spending During Prime Day 2021

Overall, online spending during the event exceeded $11.9 billion and was 8.5% above last year’s June Prime Day, according to Adobe Analytics. About one-quarter of consumers report making a non-Amazon purchase during Prime Day 2022, according to Numerator.

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Methodology

The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence and product insights platform powered by more than 1.8 billion Amazon data points every day.

Revenue increases are comparisons of the period of July 12, 2022 – July 13, 2022 to July 10, 2022 – July 11, 2022. Contact [email protected] today to see how Jungle Scout Cobalt can help you explore sales data and provide strategic insights into consumer behavior on Amazon.

To identify category and market trends on Amazon, schedule a demo today.

Ad spend findings above are based on Jungle Scout’s ecommerce data collected from July 12-13, 2022 (Prime Day 2022) and June 21-22, 2021 (Prime Day 2021). The data also includes selected days from the week preceding Prime Day (July 5-6, 2022 and June 14-15, 2021). It includes 60,000+ distinct Amazon ad campaigns and 1,250+ brands across all key ad mediums.

Data and insights courtesy of Downstream by Jungle Scout, the leading Amazon advertising and analytics software.

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