Amazon's Second Prime Day of the Year Didn't Really Impact Downloads...

Ariel Ariel
Oct. 21

This is a single insight from This Week in Apps #136 - What a Mess!. Check out the full article for more insights.


Amazon tried something interesting this year by attempting to kick off the holiday shopping season before Thanksgiving or even Halloween.

It did that using Prime Day Early Access, two days of discounts across the entire catalog, much like what it's been doing every summer for the last few years.

Starting the shopping season early gives Amazon a big incentive because most other retailers haven't started their sales just yet. It's also possible the first Prime Day did so well, Amazon figured it should just run the same playbook.

Did this Prime Day help Amazon grow its mobile user base? Let's have a look at the data.

According to our estimates, Amazon's downloads in the US rose 9% on the 11th, the first day of the promotion, and 31% on the 12th.

In more absolute terms, we're looking at an increase of 10K downloads and 35K downloads vs. the daily average, respectively, and that's not bad at all, but it's also not as big as what Amazon is used to seeing coming from previous Prime Day promotions.

I think this isn't something Amazon is proud of... And yes, I know new downloads aren't the main KPI for Amazon on Prime Day but it does give us a glimpse into Amazon's growth.

Even without growth Amazon will continue to do well, but not for too long, so growth is still important and the excuse that "everyone uses amazon already" isn't something I believe.

If you ask me, it was all about promotion. Or in this case, lack of promotion.

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All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.

Tagged: #shopping

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