REPORT
Amazon’s Biggest Sales Events: Stats & Strategies for Prime Day, Black Friday, & Cyber Monday
In 2024, the ever-expanding influence of Amazon means Prime Day and holiday sales events are bigger than ever, creating unbridled opportunities for thousands of brands. Explore product pricing trends and tactics implemented by successful brands to seize these opportunities. Gain insights to inform winning strategies for future Amazon sales events, including Prime Day, Big Deals Day, and the holiday shopping season.
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Key Insights
Prime Day discounts came earlier this year. Across 13 Amazon categories, just 5 experienced their lowest average sale prices during Prime Day, while a majority saw the lowest prices in the days leading up to the event. This differs greatly from last year’s Prime Day, where all 13 categories had their lowest prices on the last day of the sale.
When Amazon expands sales events, pricing trends shift accordingly. In 2023, the biggest deals of its weeklong Black Friday and Cyber Monday event generally occurred on the day before each retail holiday, with discounts averaging 13% off on the day before Black Friday and on the day before Cyber Monday, compared to 5% and 3% on the actual holidays, respectively.
Discounts are growing for Amazon’s fall Prime event. In 2023, the Big Deal Days event experienced bigger discounts – in some cases, doubling from the previous year. The Appliances category saw an average price drop of nearly 30%, up from 18% the previous year.
What’s inside:
- How Prime Day 2024 stacks up to past events, plus sales and revenue data from some of the most popular brands and products, including Caraway, Dyson, and YETI
- Category pricing trends around Prime Days, Black Friday and Cyber Monday from the past three years, and daily price data for some of the best-selling products on Amazon
- Tips for brands, retailers, and sellers that tap into the twofold potential of these events to immediately boost sales and foster sustained success, growth and customer loyalty
About the report
Methodology
Findings in this report are based on analysis of Jungle Scout data collected at the category level from July 2021 through July 2024, and at a product level from March 2023 through March 2024 in the U.S. marketplace. At the category level, it includes analysis of daily average product prices from 13 of Amazon’s product categories. At the product level, insights are based on an analysis of daily pricing data for 100 best-selling products on Amazon across 19 popular categories, with data examples from five of those products. Data on best-selling brands and products was sourced from Jungle Scout Cobalt, and reflects the specified date ranges for each sales event.
Using the data
We invite you to explore Jungle Scout’s Amazon’s Biggest Sales Events report, and to share, reference, and publish the findings with attribution to “Jungle Scout” and a link to this page.
For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].
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Jungle Scout Cobalt empowers brands and retailers with a powerful suite of ecommerce tools designed to drive growth, maximize sales, and optimize digital shelf performance on Amazon. Comprehensive data analytics, built-in advertising automation, and intuitive visualizations provide straightforward answers to critical ecommerce questions, turning insights into action.
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