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Amazon Advertising Accelerates for Prime Day 2021

This year, the 48-hour online shopping event known as Amazon Prime Day has driven a 53% increase in advertising spend on Amazon, according to Jungle Scout’s ecommerce data. 

According to an analysis of ad spend from June 21 through June 22 across over 44,000+ distinct Amazon digital advertising campaigns, brands and products advertising on Amazon have increased spending by 53% compared to last year’s October Prime Day event. 

 

Amazon Ad Spend During and Leading Up to Prime Day

The average ad spend per distinct Amazon ad campaign increased by 284% compared to the Monday and Tuesday a week prior to Prime Day, and rose 53% from 2020:

Percent change Prime Day 2021 

vs. Prime Day 2020 

Prime Day 2021 vs. Mon-Tues prior to Prime Day 2021 
Total ad spend 53%  312% 
Average ad spend per distinct Amazon ad campaign  53%  284%

Note: Jungle Scout’s ecommerce data. Prime Day 2021 occurred June 21-22, 2021; the Mon-Tues prior to Prime Day occurred June 14-15, 2021. Prime Day 2020 occurred October 13-14, 2020; the Mon-Tues prior occurred October 6-7, 2020.

Additionally, brands and advertisers within Jungle Scout’s database spent more leading up to Prime Day this year in comparison to the comparable period last year. In 2020, ad spend by distinct campaigns during Prime Day (October 13-14) increased by only 236% compared to the week leading up to Prime Day (October 6-7 2020). 

 

Sales Revenue Generated by Prime Day 2021

Sales revenue attributed to Amazon ad campaigns during Prime Day 2021 increased by 34% compared to last year. Compared to a normal day, sales for the average Amazon ad campaign measured increased by 395%: 

Percent change Prime Day 2021 

vs. Prime Day 2020 

Prime Day 2021 vs. Mon-Tues prior to Prime Day 2021 
Total attributed sales  34% 432%
Average attributed sales per distinct Amazon ad campaign 34% 395%

Note:  Jungle Scout’s ecommerce data. Prime Day 2021 occurred June 21-22, 2021; the Mon-Tues prior to Prime Day occurred June 14-15, 2021. Prime Day 2020 occurred October 13-14, 2020; the Mon-Tues prior occurred October 6-7, 2020. 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 Amazon Prime Day 2021

This year, the average Amazon ad campaign brought in more than double the number of sales conversions during Prime Day compared to the Monday and Tuesday during the week prior to the event. Total Prime Day ad sales conversions increased by 40% from 2020 to 2021:

Percent change Prime Day 2021 

vs. Prime Day 2020 

Prime Day 2021 vs. Mon-Tues prior to Prime Day 2021 
Total sales conversions 40% 156%
Average sales conversions per distinct Amazon ad campaign  29% 125%

Note: Jungle Scout’s ecommerce data. Prime Day 2021 occurred June 21-22, 2021; the Mon-Tues prior to Prime Day occurred June 14-15, 2021. Prime Day 2020 occurred October 13-14, 2020; the Mon-Tues prior occurred October 6-7, 2020. 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)

Did brands advertising on Amazon get their money’s worth during Prime Day? Jungle Scout data reports a 29% increase in return on ad spend from campaigns run during Prime Day compared to the Monday and Tuesday the week prior to the event. However, ROAS has decreased slightly by 12% compared to Prime Day 2020. 

Return on Ad Spend (RoAS) measures the effectiveness of digital ad campaigns by showing how many dollars of revenue resulted from a single dollar spent on an ad campaign. 

Percent change Prime Day 2021 

vs. Prime Day 2020 

Prime Day 2021 vs. Mon-Tues prior to Prime Day 2021 
RoAS -12% 29%

Note: Jungle Scout’s ecommerce data. Prime Day 2021 occurred June 21-22, 2021; the Mon-Tues prior to Prime Day occurred June 14-15, 2021. Prime Day 2020 occurred October 13-14, 2020; the Mon-Tues prior occurred October 6-7, 2020.

Findings above are based on Jungle Scout’s ecommerce data collected from June 21-22 2021 (Prime Day 2021) and October 13-14 2020 (Prime Day 2020). The data also includes selected days from the week preceding Prime Day (June 14-15 2021 and October 6-7, 2020). It includes 44,000+ distinct Amazon ad campaigns across all key ad mediums.

Data and insights courtesy of Downstream, the leading Amazon advertising and analytics software and the newest addition to the Jungle Scout suite.  

 

A Prime Day Like No Other

Since its debut in 2015, Amazon’s Prime Day event had traditionally taken place in July, until the COVID-19 pandemic forced a delay in 2020. This year, Amazon shifted Prime Day to a slightly earlier date, so it would fall during what is typically a slower shopping period in the second quarter of the year. Now, the event has become so popular — and profitable —  that retailers including Walmart, Target, Costco, Macy’s, Best Buy and others host their own counter-deals to capitalize on the surge in online traffic driven by Prime Day. 

Additionally, pandemic lockdowns created huge changes in how consumers live and shop. Jungle Scout’s recent Q2 Consumer Trends Report found that 39% of U.S. consumers are prioritizing their finances in 2021, and the way they shop is changing. 67% of U.S. consumers are looking for products with the lowest prices when they shop online, and 60% are looking for additional ways to earn money right now. Most consumers expect their online shopping to decrease (26%) or stay the same (51%) in Q2 (April through June 2021). 

According to a recent press release from Amazon, more than 250 million items were purchased by Prime members worldwide during Prime Day 2021. That marks this year’s event as the biggest 48 hour sales period for third-party sellers in the company’s history. 

 

Prime Day Stats from Amazon

 Note: the following insights are from Amazon’s post-Prime Day press release.
  • Fire TV Stick 4K with Alexa Voice Remote was the most popular item purchased during Prime Day, with customers buying more Fire TV 4K streaming media players on Prime Day this year than any previous Prime Day.
  • Best-selling categories worldwide for Prime Day 2021 included tools, beauty, nutrition, baby care, electronics including Amazon Devices, apparel, and household products.
  • Top-selling products worldwide for Prime Day 2021 included the iRobot Roomba 692 Robot Vacuum, Keurig’s K-Slim Coffee Maker, Apple Cider Vinegar Gummy Vitamins by Goli Nutrition, and Crest 3D White Professional Effects Whitestrips.
  • Prime member back-to-school purchasing included more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.

 

Online Spending During Prime Day 2021

Overall, online spending during the event surpassed $11 billion and was 6.1% higher compared to last year’s October Prime Day, according to Adobe Analytics. That made Monday, June 21 the biggest day for digital deals in 2021 thus far and Tuesday, June 22 the second-busiest. 

 

Want more support with advertising on Amazon? 

Downstream by Jungle Scout is an enterprise-ready software solution that helps large brands and enterprises measure, manage, and optimize their ecommerce advertising campaigns. Downstream’s machine learning algorithms provide unparalleled advertising analytics and automation, helping brands amplify their PPC performance, make best use of their advertising budgets, and win on Amazon.

HP, BIC, and the world’s biggest CPG brands, among many others, trust Downstream to manage massive advertising campaigns across their entire ecommerce product catalogs.

To optimize and scale ad campaigns and increase your product visibility on Amazon, request a demo today. Get the automation, data analytics, and reporting you need to unlock your advertising potential on Amazon.

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