Adobe Analytics data: Amazon Prime Day once again proves to be biggest online shopping event for UK market

Research from Adobe, powered by Adobe Analytics, reveals that total UK online spend on the first day of Amazon Prime Day surpassed £633.4 million, representing  9.1% growth compared to e-commerce revenue on the first day of last year’s event (£581 million).  

This marks the highest daily e-commerce spend of the year so far and the highest ever for a Prime Day.

Adobe Analytics was used to analyse tens of billions of visits to retail sites from UK consumers, 100 million SKUs, and 18 product categories.

On average, online prices were discounted between 8-18% across many retailers. Electronics saw the deepest discounts at 18%, followed by TVs (17%), apparel (15%), home goods/furniture (15%), toys (14%), sporting goods (13%), computers (12%), sporting goods (11%) and appliances (8%).

Product categories seeing an uptick in sales included:

• Electronics

• Televisions (up 28%)

• Computers (up 23%)

• Headphones and Bluetooth Speakers (up 51%)

• Tablets (up 41%)

• Apparel

• Kids Apparel (up 21%)

• Active Sportswear (up 18%)

• Personal care

• Fragrance and Cosmetics (up 42%)

• Personal Appliances—Blow dryers, curling irons and wands, electric razors, etc. (up 31%)

• Others: 

• Appliances (up 15%) 

• Sporting Goods (19%) 

• Baby and Toddler Products (up 18%) 

• Home and Garden (15%) 

Total spend using buy now pay later on the first day of Prime Day (16th July) came in at £93.7 million representing a year-over-year rise of 4.7%. 14.8% of online orders during this period used a BNPL service.

Across major marketing channels, affiliates/partners, which includes influencer marketing saw the biggest lift when it came to revenue contribution (up 27.4%) as influencers took to social media to promote Prime Day deals.

Natural search was another major contributor (up 22.1%) as was paid search (up 21.1%).   

Vivek Pandya, Lead Analyst, Adobe Digital Insights. comments: “Prime Day has once again proven to be the biggest online shopping event for the UK market with the first 24 hours of the industry wide sale seeing near double digit growth and setting a new record for a Prime Day event.”

“Consumers seized the opportunity to buy while competitive discounts across multiple categories helped to them to save and maximise the value of their spending.”

“This acceleration in spend is in-line with what we’ve observed during recent bank holiday and other sales events through 2024, only to a much greater degree."