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How Did Amazon’s Second Annual Prime Day Go?

This year, when Amazon announced its second Prime day, consumers were skeptical.

The first ever Prime Day was held last year to mark Amazon’s 20th birthday, and was described by Greg Greeley, Vice President of Amazon Prime, as “the biggest deals extravaganza in the world, a global shopping event, with more deals than Black Friday.”

While the event broke global sales records for the company, it failed to impress customers on social, with sentiments for the day skewing more negative than positive. Many consumers described the sale’s offerings as crappy and junk, saying that the deals and offers failed to live up to anticipation and hype, and complaining that inventory ran out for in-demand items.

But Prime Day was back this year, with much more vigor than last year. Amazon is an incredibly data-driven company, so they knew better than to repeat whatever went wrong last year — especially with issues like items going out of stock, and not enough selection.

The buzz for the sale this year was almost 2.5X higher than last year, with sentiment running significantly more positive (85%) as compared to last year (42%), and peak hour sentiment being over 93% positive. Peak hour sentiment last year was 52% negative.

Volume sentiment Amazon Prime Day
Volumes by hour and sentiment breakdown for Prime Day

Here are some of the top keywords that were trending for Amazon Prime Day in 2015, and a few consumer quotes that convey the broader conversation about the event:

Trends Primeday 2015
Trends Prime day – July 15, 2015

Despite a few initial glitches in the morning with customers not being able to add items to their cart, and with some of the previous year’s apprehension pervading the mood, Amazon succeeded in winning over its customers on Prime Day 2016.

Conversations on social media for the sale have been mainly positive: the #primedayfail hashtag, which was used in 7.5% of all the Prime Day conversations last year, was limited to less than 0.4% this year, indicating that the company has made sure that the majority of last year’s customer issues were taken care of this year.

Last year, Walmart, one of Amazon’s major competitors, was able to capture customers’ attention on social by running rival sales (12.1% of Prime Day mentions included references to Walmart). This year, even though Walmart offered five days of free shipping, as well as many discounts for everyone (not just members), they did not receive as much attention (1.3% of all Prime Day mentions).

Here are the top keywords which trended for Amazon Prime Day in 2016, along with some consumer conversations:

Amazon Prime Day 2016
Trends Prime day – July 12, 2016

By all measures, Prime Day 2016 has been a success for Amazon. Although some customers still expressed dissatisfaction over the sale being held only for Prime members, and over Amazon’s main agenda for the sale being to attract more people to its Prime Membership program, one thing is for sure: it is no ordinary feat to shift consumer sentiment to positives by almost 42% year-over-year. This tells us that Amazon will leave no stone unturned to deliver value to its customers, keep them happy, and retain their title of “Earth’s most customer-centric company.”

We are still listening in on the topic to understand post-event buzz and consumer sentiments for Prime Day, and will continue to post updates on the Simply Measured blog. If you’re interested in a specific topic or chart for your publication, email us here:

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Tripti Shrivastava

I'm a Social Media Analyst at Simply Measured. I love food, music, movies, and long walks. Let's talk about social media data!

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