2019’s Prime Day saw greater sales for Amazon than Black Friday or Cyber Monday combined – marked by Amazon as the biggest shopping event in history. But what was the effect of the event for other retailers in the increasingly competitive ecommerce space?
New research from AppsFlyer looked at the top 100 retail apps during Prime Day (15-16 July), revealing that Amazon dominated the annual shopping event, as other retail apps struggled to compete against the ecommerce giant.
AppsFlyer compared the rate of app installs, in-app events and in-app purchases in the UK before Prime Day and during it, finding that;
- 65% of apps experienced a decrease in app installs
- 45% of apps experienced a significant decrease of -10% in app installs
- 52% of apps experienced a decrease in in-app events
- 53% of apps experienced a decrease in in-app purchases
With half of retail apps witnessing a negative growth during Prime Day, it is clear that Amazon is forcing ecommerce to take a big hit; as much as a 65% decrease in app installs.
Paul Wright, Managing Director of UK, France, MENA, AppsFlyer, comments;“’In recent years, Prime Day has become an industry-wide milestone that marks the start of retailers’ summer sales. This year told a different story, as Amazon remained the dominant platform around its awareness day, while other mobile ecommerce players took an evident blow. In order to harness the momentum of large sales events, such as Prime Day and Black Friday, retailers need to be thinking about how best they can navigate the mobile ecosystem; optimising their app strategy and resonating with bargain-hunting shoppers. Only by understanding and anticipating the needs of consumers will retailers remain competitive with the ecommerce giant and reap the rewards of today’s smartphone savvy consumers.”