The dust has settled and now it’s time to share our Prime Day 2021 results!
Bobsled is one of the Marketplace Pulse Top 100 most important companies in the ecommerce marketplaces ecosystem, and we’ve been guiding our clients through Prime Day since 2015. In today’s post, we’ve aggregated some key Prime Day insights across our 80+ client accounts surrounding event participation, category trends, promo type preference, ad performance, and total sales. We have also shared some macro Prime Day insights from our ad tech partner Pacvue.
How does your brand’s Prime Day performance compare? Read on to find out!
What the analysts are saying
CNBC claimed that Prime Day 2021 was more muted compared to prior years. In 2020 Amazon disclosed that third-party sellers brought in $3.5 billion during the event, but this year Amazon opted not to share any hard numbers.
Adobe Analytics estimated that total Prime Day 2021 sales surpassed $11 billion, that’s a 6.1% growth compared to 2020. Some factors that impacted this year’s event include;
- Rising US inflation likely made some shoppers more cautious
- The current shipping crisis in China hurt supply chains
- Last year Prime Day took place in Q4 for the very first time. In 2021, the event returned to the summertime, which seemed to excite many shoppers. However, it is likely that many shoppers who spent big in 2020 were not in a position to spend as aggressively in 2021.
With that all being said, the Bobsled project team agrees that Prime Day 2021 sales were strong, aligning with our pre-event expectations.
Prime Day 2021 – Bobsled Client ParticipatioN
Over half of Bobsled’s clients participated in Prime Day 2021 by running various types of promos. The vast majority of participating brands promoted their entire Amazon product catalog.
|Prime Day 2021 Approach||Percentage of Bobsled clients|
|Promoted entire product catalog||30.9%|
|Promoted half of product catalog||10.9%|
|Promoted best selling SKUs only||16.4%|
|Showed last-minute interest||5.5%|
|Low inventory levels prevented participation||10.9%|
|Did not want to participate||25.5%|
There were some noticeable differences in approach across categories. Brands selling within Health & Personal Care, Grocery & Gourmet Food, and Beauty were far more inclined to promote their entire catalog.
Brands selling within Tools & Home Improvement and Clothing, Shoes & Jewelry were more likely to ignore the event, and if they did choose to participate, they generally only promoted a handful of bestselling SKUs.
In terms of deal type, Coupons and Prime Exclusive Discounts (PEDs) were by far the most popular promos run by Bobsled clients.
Amazon Prime Day 2021 Performance Data
Average PPC impressions for Bobsled clients was 329,349 on Day 1 and 333443 on Day 2 of Prime Day. This marks an increase of approximately 283% from the rolling 14-day average.
Average PPC Clicks for Bobsled clients was 1,185 on Day 1 and 1,205 on Day 2 of Prime Day. This marks an increase of approximately 255% from the rolling 14-day average.
The average PPC CTR percentage for Bobsled clients was 0.69% on Day 1 and then this normalized to 0.45% on Day 2.
The average PPC Ad Spend for Bobsled clients was $1,499 on Day 1 and $1,583 on Day 2 of Prime Day. This marks an increase of approximately 338% from the rolling 14-day average.
Average PPC Ad Sales for Bobsled clients was $10,478 on Day 1 and $10,065 on Day 2 of Prime Day. This marks an increase of approximately 464% from the rolling 14-day average.
Average Total Sales for Bobsled clients was $14,393 on Day 1 and $14,573 on Day 2 of Prime Day. This marks an increase of approximately 267% from the rolling 14-day average.
Pacvue Prime Day 2021 CPC Report
The following information has been sourced from first-party data from Pacvue, Bobsled’s ad tech provider. It includes data from hundreds of advertisers across small, mid-sized, and large brands and every major product category.
Pacvue’s Key Prime Day 2021 Findings:
- Ad spend increased 38% year-over-year for Prime Day 2021.
- Broken out by ad type, ad spend increased 41% for Sponsored Products and 28% for Sponsored Brands year-over-year.
- ROAS declined 9% year-over-year for Sponsored Products on the first day of Prime Day. This is in line with the 6% year-over-year decline in ROAS seen in Pacvue’s Q1 2021 CPC report.
- ROAS increased 30% year-over-year for Sponsored Brands on the first day of Prime Day and increased 23% on the second day. This is a marked shift for Sponsored Brand ads, which have been declining in ROAS for three quarters and were down 12% year-over-year in Pacvue’s Q1 2021 CPC report.
- Many advertisers noted that Sponsored Brand Video performed particularly well this year, with increased placements above the fold and on product detail pages.
- CPCs increased about 25% year-over-year for Sponsored Products and were relatively flat for Sponsored Brands.
- While some leading brands have been experiencing supply chain issues and chose not to invest in Prime Day this year, many advertisers noted increased competition from smaller and emerging sellers, which pushed up the cost of advertising.
🔔 Pacvue will be hosting a webinar called Prime Day 2021 CPC Report: Inventory Limits and Back-to-School on Wed June 30 – sign up here!
PRIME DAY HAS ENDED – WHAT NOW?
Brands that invested marketing and advertising budget into Prime Day should be looking to capitalize on the halo effect from the spike in sales. On the other hand, brands that didn’t participate are now playing catch up.
To figure out your next move, read our article from earlier this week – What Should Brands Do After Prime Day Ends?
If you need further assistance diving into your Prime Day numbers, don’t hesitate to book a free consultation below. The Bobsled team will be able to use our internal data sets to benchmark your performance compared to other brands selling within your category.
Tagged: Amazon Account Management