Momentum Commerce, a modern digital retail consultancy, released a tool that provides a unique accounting of how hundreds of thousands of different brands across more than 1,500 categories participated in in this year’s Prime Day (July 12-13). The “2022 Amazon Prime Day Brand Scoreboard,” details how brands cut prices, increased their advertising investment, or largely sat tight, among other actions.
The scoreboard, which is free to access, allows visitors to select any Amazon category or subcategory they wish to examine. The tool then sorts the corresponding list of brands by average product price or paid share of voice (SOV) before Prime Day, during Prime Day, or as a percentage change between the two periods.
To power the Prime Day Brand Scorecard, Momentum Commerce tapped its repository of Amazon data and advanced data science products, capturing more than two weeks' worth of pricing and paid SOV data for every brand and product that appeared on page one across the top 1 million search terms on Amazon. The tool provides those figures, along with comparing those two-week averages to what was observed during Prime Day 2022.
Some unique takeaways from the dataset, highlighted by Momentum Commerce, included:
Some of the most active brands during Prime Day included Authentic Brands Group’s Nautica, Cosnova Beauty’s essence cosmetics, Apple’s Beats, and Zinus. These brands discounted their products by more than 10%, while significantly raising their advertising's presence on popular Amazon search terms by more than 100%.
Conversely, UPPAbaby, Chanel and Audio-Technica were among a group of brands that largely “stood pat” during Prime Day, according to a Momentum news release. These brands conducted little to no discounting across their catalog, with their products appearing less often within sponsored ads on popular Amazon search terms.
"Brands on Amazon understand the massive opportunity Prime Day presents in terms of driving sales, but the methods brands employ to take advantage vary considerably," said John T. Shea, CEO & founder of Momentum Commerce, in the release. "The Prime Day Brand Scoreboard gives every brand — large or small — the ability to quickly gain competitive intelligence on their category from Prime Day. These insights will help those same brands refine their strategy as we approach back-to-school, future Prime Days and the holiday season."