Prime Day 2021 results are in!
As we reported last week, the first day of Amazon’s Prime Day shopping event was a very active one for marketers, with advertising spending on Retail Media up 3.7X compared to the daily average of June leading up to the event.
Retail Media advertisers spent big but also had big results: Prime Day advertisers garnered 4.2x average daily sales revenue versus the daily average sales revenue in June during the days leading up to the event (June 1-20).
In today’s post, we share our full Prime Day 2021 results in ad spending, ad costs (CPC), and sales including some key categories that overperformed.
Retail Media spending
Prime Day 2021 Retail Media average daily spending versus the daily June average leading up to the event:
- Day 1: Advertisers spent 3.7x
- Day 2: Advertisers spent 3.6x
- Computers & Electronics spent 7.9x on Day 1 and 9.1x on Day 2
Prime Day 2021 Retail Media average daily spending versus Prime Day 2020
- Day 1: Advertisers spent 1.4x what they did on Day 1 of Prime Day 2020
- Day 2: Advertisers spent 1.6x what they did on Day 2 of Prime Day 2020
- Non-US advertisers spent 1.6x on Day 1 and 2x on Day 2 versus Prime Day 2020
Retail Media Cost-Per-Click (CPC)
Prime Day 2021 CPC versus the daily average of June leading up to the event
- Day 1: Advertisers paid a 1.4x higher average CPC
- Day 2: Advertisers paid a 1.5x higher average CPC
- Beauty & Personal Care saw a higher than average CPC increase of 1.6x for Day 1 and 1.7x on Day 2
Prime Day 2021 CPC versus Prime Day 2020
- Day 1: Advertisers paid 1.1x higher average CPC versus Day 1 of Prime Day 2020
- Day 2: Advertisers paid 1.2x higher average CPC versus Day 2 of Prime Day 2020
- Pets & Animals paid 2.9x higher CPCs on Day 1 and 1.7x on Day 2
Advertiser Sales Revenue
Prime Day 2021 average daily sales versus the daily average of June leading up to the event
- Day 1: 4.8x sales revenue
- Day 2: 3.6x sales revenue
- Computer & Consumer Electronics was up 10.0x on Day 1 and 7.7x on Day 2 versus the daily average of June leading up to the event
Prime Day 2021 average daily sales versus Prime Day 2020
- Day 1: 1.2x sales revenue versus Day 1 of Prime Day 2020
- Day 2: 1.2x sales revenue versus Day 2 of Prime Day 2020
- Beauty & Personal Care was up 1.4x on Day 1 and 1.5x for Day 2 versus the same days in Prime Day 2020
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*note – data is taken from Skai advertisers spending in aggregate on Retail Media between June 1st and June 22rd, 2021.
