PerformanceININside Performance Marketing
PerformanceIN 50
Desktop Ads Dominate Amazon Ad Impressions on Prime Day

Desktop Ads Dominate Amazon Ad Impressions on Prime Day


Amazon claimed that this year’s Prime Day was the biggest shopping event in Amazon history with desktop display ads accounting for 54% of ad impressions leading up to the annual shopping event.

Amazon claimed that this year’s Prime Day (July 16) was the biggest shopping event in Amazon history, with over 100 million products sold – despite the website’s temporary crash on Monday afternoon.

In the lead up to Prime Day, retailers spread the word about their deals. Media intelligence platform BIScience analysed how many adverts each top retailer produced going into Prime Day. The results saw Amazon leading the way, with 21,000 ads promoting Prime Day and other deals on the website. Walmart followed with 5,800 ads promoting its online deals, while Best Buy fell last with 730 ads.

Meanwhile, the number of impressions earned by Amazon ads that ran ahead of and on Prime Day was around 175 billion. The majority of these impressions came from desktop display ads, which accounted for 54% of ad impressions leading up to the annual shopping event.

Retailers competing with Amazon saw the most impressions with mobile display ads, with the medium accounting for 93.9% of ad impressions for Walmart followed by eBay (62%) and Target (58%).

Elsewhere, mobile video accounted for 79% of ad impressions for Best Buy and 32.6% for Target.

Retail boost in sales

Amazon Prime Day offers plenty of opportunities to boost sales, recruit Prime members and promote its own products, although other retailers took an interest in promoting their own sales around Prime Day too. According to Adobe Analytics, it event boosted sales among other large retailers sales by 54%, which could be attributed to increased conversions on their own sites.

Data also revealed that larger retailers saw a 50% increase in sales on Prime Day compared to just a normal Tuesday. Abode’s data comes from its analysis of one trillion visits over 4,500 retail sites, and 55 million stock keeping units.

Amazon hasn’t yet revealed how much money people spent on the day, although the retail think tank Coresight Research predicted sales would reach around $3.4 billion.

Continue the conversation

Have something to say about this article? Comment above, share it with the author JoeleForrester or directly on Facebook, Twitter or our LinkedIn Group.

Joele Forrester

Joele Forrester

Joele is the latest recruit for the editorial team at PerformanceIN, and reports on the latest day-to-day news updates from the world of digital marketing, while also carrying out social media promotion, live reporting of events, writing feature articles and interviewing key industry players and stakeholders.

Joele enjoys living in Bristol and often returns to her Devon roots to enjoy the great outdoors. After graduating with a publishing and creative writing degree, Joele began her career in lifestyle publishing. She is now looking to hone her digital publishing and marketing skills at PerformanceIN.  


Read more from Joele

You may also like…