Prime Day 2.0 is the October follow-up to Amazon’s major summer sales event in July. While the July Prime Day is widely known as the retailer’s biggest mid-year sale, the October version offers shoppers a second chance at discounts before the holiday season. It took place this year on October 8th and 9th, 2024. In this blog, we will analyze the performance of October Prime Day from 2023 to 2024, focusing on how key advertising metrics such as ad spend, sales, and return on ad spend (RoAS) have evolved. Additionally, we will examine how the top categories performed this year compared to last year’s October Prime Day.

Key Metrics: 2023 vs. 2024 October Prime Day

• Ad Sales increased marginally by 0.2% from last year, showing that sales have remained relatively flat year over year.
• Ad Spend jumped by 28.6%, indicating that brands invest heavily to capture consumer attention in 2024.
• Cost-per-click (CPC) has increased by 17.8%, signaling that the competitive landscape for ad placements has intensified.
• RoAS dropped by 22.1%, showing that although ad spending increased, the returns were less efficient, likely due to the sharp rise in CPC.

Top 10 Categories in 2024: A Closer Look

The data below compares the top categories from October Prime Day in 2023 and 2024.

1. Beauty & Personal Care saw a massive 146% increase in ad spend and a 107% increase in ad sales, making it the clear winner for both metrics. This suggests that the investment in ads for beauty products was highly successful in converting shoppers during the October Prime Day.
2. Tools & Home Improvement had a 31% rise in ad spend and a 10% rise in ad sales, showing steady growth in a category that typically spikes during fall for home renovation projects.
3. Clothing, Shoes & Jewelry experienced a 27% rise in ad spend but saw no increase in ad sales, highlighting potential inefficiencies or changes in consumer behavior toward this category.

Notably, Baby Products showed an 18% rise in ad spend but a 2% decline in ad sales. This indicates that while brands invested more in advertising for baby items, consumer interest did not match up. On the other hand, Pet Supplies saw a modest 2% increase in ad spend. Still, they achieved a 15% rise in ad sales, showing that the pet industry continues to grow and perform efficiently with minimal advertising investments.

Prior Days vs. Big Deals Day

The total sales during Prime Day reflected a peak in consumer engagement, driven by the enticing offers available. In the days prior, sales ranged from 20.08% to 23.31% compared to the Prime Day event, indicating a steady buildup of interest among shoppers. However, after the Prime Days, sales declined sharply, dropping to 10.99% by October 15th, suggesting a decrease in consumer activity and potential buyer fatigue following the event’s excitement.

Fun Facts: Don’t Forget Rufus!
Amazon’s friendly dog mascot, Rufus, added a fun touch to Prime Day 2.0 this year. Its playful presence was featured in promotional campaigns, helping to engage customers and create excitement around the event. Rufus appeared in interactive content like quizzes and games and provided product recommendations based on customer inquiries. This feature encouraged shoppers to explore more products tailored to their needs.

Rufus enhanced customer satisfaction by making the shopping experience more engaging and personalized. It likely contributed to increased sales across various categories, making Prime Day 2.0 a memorable event for many customers.

Conclusion

Prime Day 2.0 offered brands another opportunity to engage consumers, but the results were mixed. While categories like Beauty & Personal Care performed well, others needed help to convert higher ad spending into sales. Compared to the main Prime Day in July 2024, October experienced a 35.6% drop in ad spend and a 42.4% drop in ad sales, highlighting the challenges of generating engagement during the fall event.

Several factors contributed to this difference. Consumer fatigue may have set in, as shoppers often feel less urgency after the big July sales. Additionally, many consumers tend to hold off on purchases in October, waiting for better deals during Black Friday and Cyber Monday. Brand budgeting also played a role, with companies focusing their ad spend on July and upcoming holiday promotions, reducing investment in October. For brands to succeed in the busy holiday season, refining their ad strategies and reigniting consumer interest is essential.

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