In a world first, Prime Day Australia will run for six days this year (July 16 to July 21), with significant growth predicted for 2024, according to new research from global marketplace leader, Pattern.
Data from Pattern shows that the number of consumers participating in Prime Day increased by 33% in 2023, with strong sales growth predicted again for this year’s event.
Boasting approximately 4.5 million Amazon Prime subscribers in Australia, Prime Day sales grew 103% year-on-year for the brands Pattern Australia represents on the platform in 2023. These brands also saw a 62% increase in traffic compared to the previous Prime Day event. In 2023, Pattern reported 61% of the event’s sales came through on day one for the brands they represent on the platform.
Pattern Australia managing director, Merline McGregor said, “Prime Day has cemented itself as a major sales event in the Australian retail calendar. A surge in Amazon memberships, along with last year’s impressive Prime Day results, indicates that Prime Day 2024 will be bigger than ever, presenting local brands with opportunities to grow sales and connect with new customers.”
Uptake of Amazon Prime memberships in Australia has seen a significant surge. The percentage of consumers with access to Prime services has increased from 31% in 2021 to 45% in 2024. Despite a price hike in 2023 from $7.99 to $9.99 per month, the growth of Amazon Prime membership has not slowed.
“Strong levels of subscriber growth highlight the value Australian consumers find in Amazon Prime, especially in a time when Australian consumers are becoming increasingly strategic with their spending, and eagerly awaiting major sales events like Prime Day to make their purchases,” McGregor added.
“Although consumer spend may be pressured, Pattern research indicates Amazon may be more resilient than other shopping channels. Only 18% of Amazon shoppers say they will reduce their spend this year, versus 24% for all online shoppers.”
Majority of consumers (60%) indicated they are interested in purchasing home & kitchen products from Amazon, followed closely by electronics & computer (57%) and books & e-books (55%), clothing, shoes & accessories (52%) and sports, fitness & outdoor products (51%).
“These key product category findings provide valuable guidance for brands looking to maximise presence and sales during Prime Day 2024. As Prime membership and sales events continue to grow in popularity in Australia, it is essential for brands to recognise and act on these trends to create meaningful connections with new customers and drive sustained ecommerce success.”