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SENSOR TOWER · ABRAHAM YOUSEF · OCTOBER 2024
Amazon's October Prime Big Deal Days Continues to Grow
Amazon’s Prime Big Deal Days was launched three years ago in an effort to pull holiday shopping earlier into the year, but has faced increased competition as rival retailers launched October sales events. Per Sensor Tower data, US Amazon app DAUs increased 13% DoD on the first day of the sale this year, well behind the 24% DoD spike seen during its Jul'24 Prime Day event. However, conversions during the October event soared triple-digits YoY across desktop and mobile.
Key Takeaways:
Amazon’s Prime Big Deal Days prompted strong conversion growth for the e-tailer this year, as mobile conversions soared, up 165% YoY, while Target also saw impressive growth, with mobile conversions growing 115% YoY. Walmart’s total mobile conversion growth is in line with Amazon, up 160% YoY, though its Holiday Deals event increased from 4 to 6 days, as its average conversions per day trailed competitors, up 75% YoY
While Walmart (+130%), Amazon (+85%), Target (+70%) also observed material YoY conversion growth on desktop during their fall sales events, it's worth noting that all three retailers saw lower levels of conversion growth on desktop vs mobile, accentuating the continued consumer shift towards mobile shopping
Time spent on mobile fell for each retailer’s respective October sales event, down 14%, 11%, and 4% YoY for Target, Amazon and Walmart, respectively. Mobile time spent for Amazon’s 2024 Prime Big Deal Days averaged 10.8 min/day, down 25% vs Amazon’s Jul'24 Prime Day, while desktop time spent plummeted by 45% in the same comparison period
Amazon heavily outspent competing top retailers in promoting its October sales event, accounting for 70% of sales-related spend during the six weeks (9/1-10/19) that retailers held their respective holiday kickoff events
Amazon saw heightened consumer adoption across global markets, as Brazil and Germany DAUs jumped 32% and 21% DoD, respectively, upon the first day of the Prime Big Deals Day Sale, while the broader EMEA region averaged ~20% DoD growth
For more information, request the full report from reports@sensortower.com.
