Pattern predicts record sales for Amazon's first six-day Prime Day in Australia

Pattern has forecasted an unprecedented sales surge for Amazon's upcoming six-day Prime Day event in Australia. The event, set to run from Tuesday, July 16 to Sunday, July 21, 2024, marks the first time that Prime Day in Australia will span six days. Recent research by Pattern anticipates substantial growth for this year's event, building on the increasing consumer participation observed in 2023.

According to Pattern, consumer participation in Prime Day surged by 33% in 2023. The brands represented by Pattern Australia on the Amazon platform experienced a 103% year-on-year growth in sales and a 62% increase in traffic during Prime Day 2023. The research anticipates that these brands will more than double their sales in 2024.

Merline McGregor, Managing Director of Pattern Australia, highlighted the growing importance of Prime Day in the Australian retail calendar. "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," McGregor stated.

The uptake of Amazon Prime memberships in Australia has also seen a notable increase. A recent marketplace shopper study revealed that the percentage of consumers with access to Prime services has risen from 31% in 2021 to 45% in 2024. This growth has persisted despite a price increase in 2023 from AUD $7.99 to AUD $9.99 per month.

"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 commented.

Pattern's research also indicated that Amazon might be more resilient compared to other shopping channels amid current economic pressures. Only 18% of Amazon shoppers reported plans to reduce their spending this year, versus 24% among all online shoppers.

Prime Day 2024 is expected to draw significant interest in specific product categories. Consumer research highlighted that 60% of shoppers are interested in purchasing Home & Kitchen products, 57% in Electronics & Computer, and 55% in Books & eBooks. Other categories of interest include 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," McGregor noted. "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 e-commerce success."

Additionally, Prime Day presents significant opportunities for product discoverability. Research shows that 39% of people who discover a new product on Amazon often visit the brand's direct-to-consumer (DTC) website for further information. Furthermore, consumers are 19% more likely to purchase a similar product from an unfamiliar brand on Amazon rather than searching for the desired item on another platform.

McGregor concluded, "The ability of brands to capture the attention of shoppers on Amazon underscores the platform's influence in reaching a wider customer-base, and the importance of leveraging popular sales events like Prime Day. Moreover, the significant traffic driven to DTC websites from Amazon demonstrates the importance of a cohesive online presence. Brands need to leverage both marketplaces and their own websites to create a seamless shopping experience and build stronger customer relationships."