This year’s Amazon Prime Day proved to be the biggest online shopping event for the UK market. The 2-day online event hosted huge deals exclusively for Prime members.
The total UK online spend just on the first day of the event surpassed £622.4 million, representing a 9.1% increase on last year’s event. This marks the highest daily e-commerce spend of 2024 so far, and the highest ever for Prime Day.
“Consumers seized the opportunity to buy while competitive discounts across multiple categories helped to them to save and maximise the value of their spending,” comments Vivek Pandya, Lead Analyst at Adobe Digital Insights.
“This acceleration in spend is in-line with what we’ve observed during recent bank holiday and other sales events through 2024, only to a much greater degree.”
The online marketplace saw prices discounted between 8-8% across many retailers.
Electronics, apparel, personal care, and sporting goods product categories all saw an uptick in sales thanks to Prime Day. Electronics also saw the deepest discount on the app, at 18%.
14.8% of online orders during this year’s event used a buy now pay later (BNPL) service, such as Klarna and ClearPay. The total spend of this just on the first day came in at £93.7 million – representing a yearly rise of nearly 5%.
This year’s Prime Day results indicate customers’ craving for a discount in today’s economic climate, as well as the popularity of e-commerce as a retail platform.The exclusivity of the event for Prime members also highlight the value of loyalty and membership rewards for brands.