Despite website blips, Prime Day 2018 once again set records for traffic and sales. But behind those record sales, were millions of individual shopping decisions. Research from A.T. Kearney shows that the most useful takeaways from the day may not be about the retail prep, but rather the motivation that drove Prime Day shoppers’ planning and decisions.
Amazon was responsible for 55% of all online orders during last year’s Black Friday. And if Prime Day is a sign of what’s to come, the giant marketplace will once again capture a majority of the digital sales this upcoming holiday season.