Amazon’s Prime Day, the e-commerce giant’s midsummer answer to Black Friday, has gained traction, especially among its tens of millions of Prime members.
“‘Fabricated’ online shopping events like Prime Day are proven to drive significant spikes in traffic and sales volume during times of the year that historically may not have been seasonal peaks,” Profitero said in a blog post.
But discounts aren’t the only draw. In fact, the most common Prime Day discount rate of 20%-30% actually saw the lowest sales lift; discounts between 10%-20% brought greater sales than the 20%-30% and 30%-40% discount bracket, according to Profitero.
