Amazon Sees Surge in New Mobile App Users on Prime Day

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Amazon Sees Surge in New Mobile App Users on Prime Day

By Jamie Grill-Goodman - 07/19/2016
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.
 
The following are some highlights from the 2016 Prime Day:
 
Globally:
  • Sold over 2.5x more Amazon Fire TV devices compared to Prime Day last year – Fire TV Stick was the best-selling Amazon device.
  • More than two million toys and more than one million pairs of shoes were purchased by customers on Prime Day 2016.
  • More than 90,000 TVs were purchased on Prime Day 2016.
  • Hundreds of thousands of Kindle e-readers sold on Prime Day.
  • Prime member orders on the Amazon app surpassed Prime Day 2015 mobile app orders by more than two times.
  • More than a million customers used the Amazon app for the first time on Prime Day to shop and to watch-a-deal.
  • The Prime Photos sweepstakes had two million submissions worldwide during the lead-up to Prime Day, the winner will be randomly selected on or about July 14.
 
U.S.:
  • Amazon devices were up over 3x compared to Prime Day last year.
  • Biggest day ever for Amazon Echo – up over 2.5x compared to previous record day.
  • The most popular Amazon Dash Button brands purchased on Prime Day were Cascade, Charmin and Tide.
  • Members purchased over 215,000 Instant Pot 7-in-1 Multi-Functional Pressure Cookers.
  • Members purchased over 200,000 headphones.
  • Members purchased over 24,000 Double Hammocks by Vivere.
  • Members purchased over 23,000 iRobot Roomba 614 Vacuum Cleaning Robots.
  • Members purchased over 14,000 Lenovo laptops.
  • Members purchased on average one Alexa-exclusive deal per second during Prime Day using their voice.
  • Prime members had exclusive access to deals on top rated TV series and blockbuster movies to rent or purchase and instantly stream on the Amazon Video app on TVs, mobile devices, Amazon Fire TV, Fire TV Stick, and Fire tablets, or online – the top three Prime Day deal titles purchased or rented were: Deadpool, Kung Fu Panda 3 and 13 Hours: The Secret Soldiers of Benghazi.
  • Customers saved over $1 million on Kindle Unlimited memberships on Prime Day and the Prime Day Lead-up Deal on July 5.
  • The most selected Audible audiobook on Prime Day was A Game of Thrones: A Song of Ice and Fire, Book 1.