Despite a few glitches, last month’s Amazon Prime Day was a clear success, with shoppers buying more than 100 million products over the 36-hour event. But research this week from A.T. Kearney showed that Amazon wasn’t the only winner.
In a survey of more than 1,000 consumers, 40 percent of respondents “took advantage of other retailers’ sales on Prime Day, with Walmart and Target leading the way.” Other retail brand sites that consumers made significant purchases at during the event included Best Buy, Macy’s, Kohl’s and eBay.
Regarding the behavior of Prime Day shoppers, 63 percent of respondents had planned shopping specifically for the sales event, which the firm noted was about the same as those shoppers who plan for Black Friday.
By category, the A.T. Kearney report noted that electronics and apparel generated the highest sales and number of purchases during Prime Day. The researchers also said that while “Amazon had the majority of share across categories, retail competitors competed best in grocery and food and cosmetics and beauty.”
The analysts also looked at the “non-Amazon purchase motivation” and found that when shoppers bought a product from a retailer other than Amazon on Prime Day, the primary reason was “price and promotion.”
The survey also showed that 83 percent of respondents found “all” or “most” of the items they were looking for were discounted on Prime Day. But planning, price and promotion also gave way to a larger number of spontaneous shopping. A.T. Kearney analysts said 39 percent of those polled had made impulse buys on Prime Day, and key categories of these purchases were on beauty products, accessories, appliances, toys and jewelry.
And as previously reported, the site crash during the event had an impact. The firm said more than half of the consumers polled said they were affected by the web site crash, with 24 percent of respondents saying they had altered their planned purchases as a result.