Amazon Prime Day is all about the deals, and new data suggests third-party sellers may not have been as big a driver of those deals as you might think.
“Close to half (48%) of Prime Day deals in the US were offered by Amazon proper vs. marketplace sellers,” according to Jenn Markey, VP of Marketing at retail intelligence firm 360pi.
The high concentration was surprising, according to Markey, considering that Amazon U.S. is the seller for less than 5% of their available assortment excluding books, media, wine, and services. And keep in mind that Amazon doubled the number of participating marketplace sellers globally this year compared to last year’s Prime Day.
The product and pricing intelligence firm uses big data to analyze retailer competition in real-time, and it published a report based on research conducted multiple times per hour throughout Prime Day.
The research found Amazon continued its aggressive growth in apparel on Prime Day, with Men’s fashion accounted for 6.5% of all deals, the #1 category for number of deals. Women’s fashion accounted for 5.2%, good for the #4 slot.
The Baby category came in #2 accounting for 6%; Electronics #3 with 5.4%; and Beauty came in #5 accounting for 5%
How many Prime members are there, anyway? Amazon is always tight-lipped, but 360pi’s report said 52% of Amazon shoppers in the US are now Prime members, citing research from Consumer Intelligence Research Partners.
How good were the deals? “The average offer discount depth was 26% on a sampling of over 6,500 deal offers, which is anemic by shopping holiday standards,” according to 360pi.