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SENSOR TOWER · SEEMA SHAH · OCTOBER 2023
Amazon’s Priming Customers for Holiday Deals
Amazon is changing the name of its October sales event to Prime Big Deals Day, which will start on October 10th. This move comes as consumers are starting their holiday shopping earlier due to concerns about inflation. Best Buy, Target, and Walmart are also launching their own October deals to compete.
Key Takeaways:
During the Oct’22 Early Access Sale, Amazon increased its US ad spend 44% MoM, accounting for 41% of its total US ad spend in 4Q22. The timing was key for Amazon as its primary competitors failed to allocate large portions of their holiday ad spend to the beginning of the quarter
The top category by US ad spend for Amazon's Prime Day in Jul’22 was music & podcasts at 17%, though it fell dramatically to <1% in Oct’22 for its Early Access Sale. The shopping category received the second-most spend in Jul’22 but it increased 7% to become Amazon’s top category during the time period of the Early Access sale
Leading up to Amazon’s initial October Early Access Sale in 2022, the company increased its UK ad spend by 57% MoM and comprised 50% share of advertising spend across the cohort
However, Amazon’s UK competitors increased their ad spend to gain traction close to the holiday season. Tesco, ASOS, and ASDA increased their ad spend by 80% MoM or more in Oct’22
In 2022, ~50% of spend including holiday messaging took place in October, aligning with the timing of Amazon’s Early Access Sale, which is just a third of its 2022 spend around holiday messaging, highlighting the limitations of a 48 hour sale across the 3 month stretch of holiday promotions
2021 was the last year that Amazon experienced an increase in US MAUs during the month of Prime Day (5% YoY) potentially due to market saturation and increased competitor events. Amazon’s MAU growth is stronger when looking at a global scale, including YoY growth during their focused Prime Day events. In 2023, global MAUs increased 7% YoY vs 3% and 9% YoY growth in Jul’21 and Jul’22
For more information, request the full report from reports@sensortower.com.
