Australian shoppers have bucked global trends and bought big as part of this year’s Amazon Prime Day event on July 16 and 17, according to new data released by Salesforce.
Australia was the only country to record double-digit sales growth – 19% year-on-year — and alongside Canada (8%) and the USA (3%) was one of only three countries to see positive sales growth overall.
While Australia recorded the largest sales growth globally, it did so despite the average discount rate on items declining from 18% last year to 14% this year (-19% YOY), suggesting pent-up consumer demand in the market. Only Germany had a similar fall in discount rates (-14% YOY, to an average of 13%). Globally, however, discount rates were much higher this year compared to last year’s Prime Day, up 8% YoY to an average discount rate of 20%.
The highest-discounted categories for Prime Day globally were:
- General Apparel 28%
- Beauty, Makeup 28% (last year the average discount was 21%)
- Beauty, Skincare 22%
- Home, Furniture 22%
These discounts combined to drive an increase in global web traffic to the event, up 2% YoY.
Prime Day, which is Amazon’s annual deal event, is exclusively for its Prime members, and features two days of deals on top brands. This data is based on the activity of 1.5 billion shoppers across Salesforce Commerce Cloud and other Salesforce products.
Executive Quotes:
“Amazon’s annual Prime Day gives us a glimpse into what we can expect this holiday season. And retailers in the US, Australia and Canada must be smiling. Online traffic and demand were up. And much of the online growth was based on people buying more, not just higher prices.” – Rob Garf, VP and GM of Retail and Consumer Goods, Salesforce
“For the first time in a long time we’re seeing order volumes turn positive in certain markets and discounting is high. The lesson from the US and Australia is a simple one — if retailers deliver on discounting and providing true value, they will release that pressure valve of built-up demand and see incredible success. If they don’t, retailers may risk losing out as shoppers will go elsewhere.” – Caila Schwartz, Director of Consumer Insights, Salesforce
More information:
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