New Mobile App Users Surge During Amazon's Prime Day
Amazon's second go at its manufactured holiday, Prime Day, obliterated its single-day sales from last year. Customer orders surpassed Prime Day 2015 by more than 60% worldwide and more than 50% in the U.S. during the second annual Prime Day, which was the biggest day ever for Amazon.
On Prime Day, which occurred on July 12 this year, consumers with Amazon Prime memberships gain access to special deals offered by the e-commerce retailer, similar to the shopping rush of cyber Monday. In the U.S., Prime membership includes unlimited Free Two-Day Shipping on more than 30 million items across all categories, unlimited Free Same-Day Delivery on more than a million items in 27 metro areas and one and two-hour delivery with Prime Now on tens of thousands of items available in more than 25 metro areas. Members also have access to Prime Video, Prime Music and Prime Photos.
Prime Day was the biggest day ever for Amazon devices globally with Amazon devices up over three times compared to Prime Day last year. The record Prime Day included Fire TV, Fire tablets, Kindle e-readers and Alexa-enabled devices.
“Prime itself is the best deal in the history of shopping, and Prime Day was created as a special benefit exclusively for our Prime members,” said Greg Greeley, Vice President, Amazon Prime. “We want to thank our tens of millions of members around the world for making this the biggest day in the history of Amazon. We hope you had as much fun as we did. After yesterday’s results, we’ll definitely be doing this again.”
The success of this year's Prime Day shows more than the fact that online competition is real and excitement can be created in retail still, it shows how Amazon is crushing mobile. The event caused a surge in new users of the Amazon app. Daily active users of Amazon’s mobile app increased by 35% to approximately 12 million daily users on Prime Day, according to data from Survey Monkey.
Amazon itself noted more than a million customers used the Amazon app for the first time on Prime Day to shop and to watch-a-deal. Prime member orders on the Amazon app surpassed last year's Prime Day mobile app orders by more than two times.
Retailer competitors have stepped up to mimic the created holiday. Macy's ran an in-store sale through July 17 for its "Black Friday in July" event, also offering free shipping on all online orders over $50. Best Buy will reportedly have a "Black Friday in July" sale on July 22 and 23 both online and in stores. Walmart offered a free 30-day trial of its ShippingPass, which gives shoppers unlimited two-day shipping.
Click here for Highlights from Amazon's Prime Day.