Client Letters: 2024 Prime Day Reminders
As you have heard, Prime arrives this coming Tuesday and Wednesday. A few reminders to consider as you digest results and news:
Calendar shift - Last year’s Prime was July 11th and 12th. This has impacted the month to date comps. True comparable results won’t come to fruition until a few days after the event.
Hourly parting - All accounts will be utilizing hourly parting for keyword bidding to minimize the elevated advertising activity. Data from previous Prime days is being used to spend precious advertising dollars wisely.
Data Delays - Seller Central data is near real time whilst Vendor Central data is delayed 48-72 hours. All data will be posted to your accounts and our portal as made available by Amazon.
Lastly, and most controversially, don’t believe the hype. The 2023 Prime days saw an increase of 160% over the average day but Prime Days accounted for a paltry 1.16% of the total retail sales for calendar year 2023. Prime Day is a significant event, but it remains a small contributor to overall annual performance.
Please reach out if you have any questions and thank you for your continued partnership,
Ryan
Source: Commerce Canal Purvey.ai total annual GMV collected of $456mm in CY2023
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