Amazon's annual shopping event, Prime Day, took place this week and ushered 48 hours of exclusive deals and discounts across the store.
As shopping moves to mobile, Prime Day serves as more than just a way to get more sales from existing users but rather a way to get new users into the platform. And more importantly, away from rivals.
As such, downloads of Amazon's app serve as a good proxy for the success of the second goal.
I looked at the downloads of Amazon this week and compared them to rival SHEIN in the US.
On Prime Day, which started on Tuesday (7/11), Amazon's downloads rose to 73K, up about 43% from the daily average over the last few months. That's across both the App Store and Google Play, according to our estimates.
It was enough to get close, but not beat rival SHEIN, who saw 74K downloads on the same day.
Amazon has dropped behind rival SHEIN and even more so behind new(ish) Chinese rival Temu, this year.
And when you put the trends side-by-side you can see the downloads have shifted from Amazon to those rivals who offer lower prices, fast (enough) shipping, and advertise heavily.
Prime Day used to be a massive event, both in terms of deals and downloads, but both trends subsided in recent years.
It's easy to say "Everyone has Amazon already", but that's unlikely to be true and even if it is, not everyone is using Prime, which is what Amazon really wants as a way to lock in the buyer. For that, Amazon has to continue pushing ads, something Temu and SHEIN do heavily.
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