Inside Amazon Prime Day's 10Y Growth 💸

Artur Stańczuk

July 21, 2024

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Summary:

Last week, Channelx analyzed Amazon Prime Day's massive growth over the past 10 years to understand sales drivers and current trends. Channelx has pulled together impressive data to understand better what used to drive the sales and what happens now.

Deep Dive:

📅 Prime Day History

Prime Day started on July 15, 2015, to celebrate Amazon’s 20th birthday.
In 2015, 34.4M items were sold on Prime Day.
By 2024, sales are expected to exceed 400M items, especially after India’s Prime Day.
India’s Prime Day will further increase this year’s numbers.

🌍 Global Expansion

Prime Day expanded from 9 countries in 2015 to 24 countries in 2024.
In 2023, 25 countries participated, but China is no longer part of Prime Day.
Sales periods extended from 24 hours in 2015 to 48 hours in 2024.
Despite dilution in 2018, growth has accelerated again.

📈 Growth Drivers

Initially, sales growth was driven by coverage and duration, each at a 20% CAGR (2015-2019).
Currently, item sales intensity drives growth but at a slower rate.
Average sales per second per country dropped to 45 in 2018 but have since increased.

What drives Amazon Prime Day's phenomenal growth?