Amazon mum on Prime Day performance

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Amazon mum on Prime Day performance

By Gina Acosta - 07/18/2018
Despite technical and labor challenges, Prime Day looks to be on track to break records.

In contrast to previous years, Amazon did not take a victory lap by releasing Prime Day sales data immediately after the event.

The company issued a vague statement saying Prime Day sales in the U.S. were bigger than ever. "In fact, in the first 10 hours, Prime Day grew even faster, year-over-year, than the first 10 hours last year," the release said. In years past, the e-commerce giant released data indicating the performance of its Prime Day sale, which last year grew by more than 60 percent from the same 30-hour window in 2016, with a "record number" of Prime members shopping across 13 countries.

Amazon might be struggling to compile 2018 data due to a rocky start to the sales event, which saw its website and app going down as shoppers tried to make purchases.

On Monday, the sale kicked off at 3 p.m. and immediately crashed Amazon’s website and mobile app for at least an hour. Its delivery networks also suffered outages. Meanwhile Amazon workers in Spain and Germany went on strike on Tuesday.

“The challenges some customers experienced shopping yesterday have been resolved – we love dogs at our Amazon offices, not on our store,” said Cem Sibay, Vice President of Prime, said yesterday. “With over 11 hours left to shop on Prime Day, there are tens of thousands of deals available.”

Yet even despite the challenges, Prime Day looks to be on track to break records.

Feedvisor, an analytics company that gathers intelligence for Amazon sellers, reported that during the first 12 hours of the event, which ended Wednesday morning at 3 a.m., sales on Amazon were 80% higher than average, as measured by sales during the same 12-hour period last week, The Street reported. Over the first 12 hours of Prime Day, total cumulative orders were 69% higher than last year, according to Feedvisor, whose data is based on their database of clients. 

Prime Day, which Amazon created only four years ago, has grown rapidly in recent years and now brings in billions in sales for the company. The event is forecast to bring in about $3.4 billion in sales this year, compared to $2.4 billion last year, according to Coresight Research CEO Deborah Weinswig.

Amazon said Tuesday that small and medium-sized businesses worldwide exceeded more than $1 billion in sales on Amazon on Prime Day.

“Prime Day has already been our biggest day ever. During our peak hour, customers were purchasing one Tea Forte product every two seconds,” said Jurgen Nebelung, Tea Forté, an Amazon seller.

While Amazon might not be taking an official victory lap just yet, Target sure is, disclosing that Tuesday was its biggest online sales day of 2018.  Target and other retailers such as Macy's held "Black Friday in July" sales to compete with Prime Day.

"Hot offers drove the highest single day of traffic and sales of 2018 on as savings kicked off early Tuesday morning, with day-long deals on a broad assortment of Target-exclusive brands and top national brands," according to a release from Target.

Target also said that nearly 90 percent of yesterday's orders will be fulfilled by Target stores. This reflects the retailer's investment to use stores to get online orders to guests with greater efficiency.

The one-day offers at Target were on top of a week-long promotion for teachers to receive 15 percent off select school supplies and season-long low prices on Back to School essentials.

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