It certainly generated a lot of buzz this year, but did Amazon Prime Day traffic meet the volume expected? Amazon.com registered 81.6 million visits from U.S. mobile and desktop browsers on July 12th—the second annual Amazon Prime Day—according to Hitwise, a division of Connexity. While impressive, the number of visits to the website fell about six percent below what Hitwise reported the retail giant received on the first Amazon Prime Day (July 15, 2015) when there were an estimated 86.4 million visits. The decline in traffic to Amazon.com may not translate to a decline in transactions, however, and could also be a sign that customers are increasingly supplementing their browser sessions with Amazon’s mobile app. What’s important to note, however, is that during the 12 months, only Cyber Monday, Black Friday and Prime Day 2015 had more visits making this manufactured holiday nearly as big as the biggest shopping days of the year.
Compared to the same day last week, online visits to Amazon.com were up 57% on Prime Day this year. But Amazon wasn’t the only retailer celebrating. In fact, 12 of the top 20 sites in the Hitwise Retail 500 saw visits increase week-over-week on Prime Day. That includes Walmart, which began offering free 30 day memberships to its competing ShippingPass service in the lead up to this year’s Prime Day. Walmart.com saw visits on Tuesday July 12th increase a relative 21% over the same day the week prior, though Prime Day at Walmart came nowhere near the number of visits the site received during last year’s holiday “peak week,” which includes Thanksgiving, Black Friday and Cyber Monday.
The most searched for goods on Amazon.com during Prime Day were “tv,” “laptop,” “Fitbit,” “PS4” and “Kindle,” according to an exclusive custom analysis of internal site search conducted by Hitwise analysts immediately after Prime Day came to a close in the United States. While those goods are commonly among the most popular, several products garnered noticeably greater interest on Prime Day compared to the previous Tuesday. For instance, Amazon’s own products—featured heavily in Prime deals—including the “Kindle Paperwhite,” the “Fire tablet” and “Amazon Echo” were among the fastest movers between Tuesday July 5th versus Tuesday July 12th. Audio speakers and headphones (wireless ones in particular) were disproportionately more popular on Prime Day with “Bose,” “speaker,” “sound bar,” and “Bluetooth speaker” all moving quickly up the ranks. Electronic accessories, such as “micro SD,” “portable charger” and “flash drive” were also considerably more likely to be the object of desire by Amazon.com shoppers on Prime Day.
With Prime Day intended on driving subscriptions to Amazon’s Prime service, it was also clear that new members on a 30-day free trial were busy trying to determine if some of their other favorite products were offered through Prime. Products such as “Pampers,” “diapers” in general and “coffee” were among the 100 most searched for products on Amazon.com’s internal search on Prime Day. The previous Tuesday, none had occupied a spot among the top 200 searches.
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