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Prime Day 2020 Analysis: Results, Insights, and Projections for Holiday Selling

In this special report, discover how brands and retailers performed on Prime Day compared to last year across category sales and key advertising metrics. By Natalie Taylor October 19, 2020
Prime Day 2020 Analysis: Results, Insights, and Projections for Holiday Selling

The period surrounding Amazon’s Prime Day is always a critical time for brands and retailers, both on and off the e-marketplace — but this year’s event was poised to be unlike any other before it. 

Amazon postponing the annual shopping event to Oct. 13–14, from its usual mid-July date, completely disrupted the holiday shopping season, and left brands and retail competitors scrambling to pivot their typical Q4 strategies and in-store shopping events to best compete. 

Retailers such as Walmart, Target, and Best Buy, among others, launched similar shopping promotions during the lead-up and week of the event in anticipation of increased online search traffic and consumers beginning their holiday shopping early. 

How would the event’s new date impact consumer behavior? How should brands and sellers on Amazon prepare their Prime Day strategies in the midst of the most anticipated Q4 in e-commerce history?

Indeed, 51% of consumers said they viewed Prime Day this year as the kickoff to the 2020 holiday shopping season, according to Feedvisor research. For brands and sellers on Amazon, driving sales momentum and discoverability during the event would be crucial to their performance for the remainder of Q4.

In this special report, Prime Day 2020 Analysis: Results, Insights, and Projections for Holiday Selling, we examine Feedvisor customer sales and advertising data across Amazon’s U.S. marketplace during Prime Day 2020, identifying key takeaways and performance indicators to share our insights for the remainder of the holiday shopping season.

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About the Author

Natalie Taylor is the content manager at Feedvisor, where she oversees and executes on the company's content marketing strategy. Prior to her work at Feedvisor, she wrote for a B2B supermarket magazine, focusing on merchandising and marketing trends in the grocery industry.

What Will You Discover in the Report?

  • Statistics regarding consumers’ sentiment toward Prime Day 2020 and their purchase intent
  • How brands’ and retailers’ sales this year compared to Prime Day 2019 and which categories excelled the most
  • Amazon Advertising performance metrics, including RoAS and ad spend
  • Data-backed projections for what to expect in the remainder of Q4

The lead-out from Prime Day is just as important as the event itself. Now is the time to examine what worked and did not work in your Prime Day strategy — from inventory to promotions to advertising — while making sure you continue to engage your audience and carry that momentum through the holiday shopping season. 

With sales on e-marketplaces, namely Amazon, expected to grow 32%–35% in Q4, opportunity is ripe to drive revenue and increase your market share. By leveraging the data and strategic insights in this report, you will be equipped to benchmark your Prime Day performance compared to the competition and optimize the remainder of your Q4 strategy accordingly.

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