Amazon’s 2024 Prime Day Hits Its Stride

Key Takeaways:

• Walmart pulled back its US ad spend for its Walmart+ Week dramatically in 2024, down -50% YoY while Target decreased its Target Circle Week spend by -40% YoY. As of July MTD, Target has allocated 10% of its total US digital ad spend specifically towards Target Circle Week, while Walmart only dedicated 1% of spend to its Walmart+ Week event. Amazon is the largest advertiser by total US ad spend across the three national retailers, allocating ~20% of its spend in July MTD to promote Prime Day

• During Prime Day, Amazon saw the largest increase in conversions, up an average of 93% in-app and 71% on desktop (compared to the past 30 days) while Walmart’s conversion growth during its Walmart+ week failed to reach double digits. Target saw a 55% and 84% increase jump in conversions for the last day of its Target Circle Week promotion on app and desktop, respectively, the strongest day for the company as customers waited till the final days of the sale to pull the trigger on purchases

• Amazon’s DAUs increased 14% DoD during its Jul’24 Prime Day sale, narrowly ahead of increases in Jul’22 (+13%) and Jul’23 (+13%). However, Amazon’s 113% DoD download growth outperformed previous Prime Days by a wide margin, as Jul’23 and Jul’22 only saw downloads spike 15% and 23% DoD, respectively

  • Target actually saw the largest increase in DAUs across the three competing sales events, as DAUs jumped 26% DoD for the first day of Target Circle Week, while Walmart saw DAUs fall -1% DoD on the launch of Walmart+ Week

• Amazon saw a staggering 91% increase in time spent on desktop (compared to the last 30 days) on the first day of Prime Day in 2024, a giant jump compared to Target’s 15% increase and Walmart’s 6% bump, respectively

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