The Amazon Prime Day Winners You HAVEN’T Heard About Yet

Jun 26, 2021

Amazon Prime Day may be the most brilliant “holiday” ever invented.

It is estimated that Amazon generated more than $10 billion in Prime Day event sales in 2020… its highest amount previously recorded.

You could say the bar is VERY high.

Adobe Analytics estimated that total online retail sales in the United States during Prime Day surpassed $11 billion, +6.1% versus overall transactions in 2020.

But what does LikeFolio data reveal?

How Did Amazon Fare vs. Itself in 2021?

Initial data suggests a subdued consumer reaction to Amazon Prime Day 2021.

At LikeFolio, we’re really good at picking up on consumer momentum. We do this by listening to consumers on social media.

Comparably, the Amazon Prime brand received fewer demand mentions than last year.

Perhaps consumers were more inclined to discuss the products they discovered rather than calling out “Amazon Prime Day” specifically.

The company’s own report boasted the “Two Biggest Days Ever for Small & Medium-Sized Businesses,” continuing a trend established in the prior year. Consumers spent $1.9 billion on small-business products, an increase of +100% YoY.

In fact, Amazon already tipped its hand when it comes to many of the most popular items sold during this special event.

  • Most popular Amazon Device: Fire TV Stick 4K
  • Top Selling Brands: Roomba (IRBT), Keurig (KDP), Goli Nutrition Apple Cider Vinegar Gummy Vitamins (Private), and Crest Whitestrips (PG)

But thanks to LikeFolio’s real-time consumer data, we can take Prime Day analysis a step further.

We found some hidden consumer gems that Amazon didn’t already report…

Four Prime Day Takeaways Powered by LikeFolio Data

  • Roku (ROKU) sales rocketed. These devices were heavily discounted on Amazon’s marketplace, and benefitted tremendously from third-party sales at other retailers (like Walmart ). Roku Purchase Intent Mentions were +27% higher in the 2021 Prime Day event versus 2020. From a volume perspective, Roku devices dominated FireTV demand mentions… And Amazon already told us its FireTV brand (including sticks and smart TVs) was extremely popular with consumers.

  • Retail deals are diluting Amazon’s dominance. We tracked coinciding deal days for at least 10 other major retailers, all of which provide an e-commerce solution that was once Amazon’s edge:
    • Target “Deal Days” ($TGT)
    • Walmart “Big Save” Event ($WMT)
    • Best Buy “Bigger Deal” Savings Event ($BBY)
    • Nordstrom Clearance Event ($JWN)
    • Wayfair Clearance Sale ($W)
    • Kohl’s “Wow Deals” Event ($KSS)
    • Bed Bath & Beyond “Big Savings” Event ($BBBY)
    • Home Depot “Special Buy of the Day” Sale ($HD)
    • Chewy “Blue Box Event” ($CHWY)
    • eBay “Refurb” ($EBAY)
  • Of these competitive retailers, Chewy benefitted the most. The chart below shows the YoY change in Purchase Intent for each featured name for Prime Day(s). The dilution is palpable across the board, but CHWY may report a surprisingly successful sales boost from this competitive holiday.

  • Back to School is going to be huge. LikeFolio mentions show Back-to-School shopping mentions spiked +250% higher versus the previous seven-day average on June 22. Amazon mirrored this finding, noting members purchased “more than 600,000 backpacks, 1 million laptops, 1 million headphones, 240,000 notebooks, 40,000 calculators, and 220,000 Crayola products.”

We will be closely monitoring this key consumer trend ahead of what may be the most relevant Back-to-School season in years.

We can already feel winners and losers brewing…

Andy Swan,
Founder, LikeFolio