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Oz Amazon Prime Day Posts Record Results

Despite technical issues on its American site, Amazon Australia has announced its inaugural Prime Day attracted a record number of customers – resulting in its largest sales day since launch.

Aussie Prime members joined 16 other countries for the 36 hour sales event, featuring several highly discounted items and timed “flash sales”.

As previously reported, the e-commerce giant is facing claims of ‘bait marketing’ from local retailers, citing unreasonably short timed-sales, or insufficient stock.

Amazon Australia asserts its Nintendo Switch “lightning deal” was so popular, it ran the promo twice.

Australia’s inaugural Prime Day sale reportedly trumped Amazon forecasts, with sales exceeding Boxing Day on the first day.

Amazon Australia claims July 16th and 17th were its two biggest sales day in history, with the highest number of items ever ordered.

Analysts reveal savings ranged up to 80% off, with the average discount around 35%.

Locally, the best selling Amazon device was the ‘Echo Dot’, whilst internationally, top items included the Fire TV Stick.

Rocco Braeuniger, Amazon Australia Country Manager, asserts local response to Prime “exceeded” expectations, with more member incentives to be rolled out soon.

Despite technical issues in the US, Feedvisor claims Amazon post a 89% jump in spending during the first 12 hours of its global Prime Day sale.

The e-commerce giant extended Prime Day from 36 hours to 30 hours last year, and included many new countries (such as Australia) in 2018.

Whilst Amazon has failed to explain the root cause of technical issues, Lovethesales.com estimates problems cost Amazon ~$99 million in sales.

As per BloombergCoresight forecasts Prime Day sought to generate around US$3.4 billion in spending – a notable 40% increase versus last year.

Whilst Amazon doesn’t provide Prime Day revenue numbers, the e-commerce giant claims sales in the first 10 hours grew at a faster pace than last year.

Despite initial technical glitches, sales eventually climbed, with the company’s stock soon jumping 1.2%.

Amazon Australia currently sells around 60 million products, however, the vast majority are from third-party sellers.

Merlon Capital Partners’ recent report claims Amazon’s first-party range is only around 1.5 million SKUs, with several years needed to reach the range of its US site.

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