Amazon Prime Day crash drives shoppers elsewhere

Amazon Prime Day’s website issues produced a ‘halo effect’ for UK retailers, as online businesses saw a recorded a 13% uplift in sales on the day.

While Amazon was experiencing technical difficulties with its website and boycotts over alleged poor treatment of its warehouse staff, the 17% increase in the number of people browsing the internet at the time looking elsewhere for deals ultimately boosted traffic for other online retailers.

According to aggregated data from commerce marketer Criteo, computing and high tech products performed particularly well, with sales increasing by 22% during the period as shoppers were drawn by cleverly-timed discounts by retailers.

Office goods also proved popular with a sales increase of 22% while sporting goods saw a 17% jump in conversation rates. The health and beauty, home improvement and sporting goods sectors all experienced a 13% uplift on average.

Criteo said that the increase in online sales demonstrated the “positive influence” of the annual sale on UK shopping behaviour, which is now in its fourth year.

John Gillan, managing director for the UK and Northern Europe, Criteo, said: “Now in its fourth year, Amazon Prime Day is continuing to produce a halo effect for the wider retail community here in the UK. According to Criteo’s aggregated data from this week, online sales from non-Amazon retailers saw a significant increase over the course of the 36-hour promotional period.

“Regardless of the cause, it’s clear that yet again this year non-Amazon retailers actually benefit from Amazon Prime Day. My advice to those retailers now is to continue to deliver an exceptional shopping experience across all channels.”