Pattern Forecasts Unprecedented Sales Surge for Amazon’s World-First 6-Day Prime Sales Event in Australia

In a world first, Prime Day Australia will run for six days this year (Tuesday, July 16 at 12.01am AEST to Sunday, July 21), with significant growth predicted for 2024, according to new research from global marketplace leader, Pattern.

Data from Pattern shows that the number of consumers participating in Prime Day increased by 33% in 2023, with strong sales growth predicted again for this year’s event, with the brands Pattern Australia represents expecting to more than double sales.

Boasting approximately 4.5 million Amazon Prime subscribers in Australia, Prime Day sales grew 103% year-on-year for the brands Pattern Australia represents on the platform in 2023. These brands also saw a 62% increase in traffic compared to the previous Prime Day event.

In 2023 Pattern reported 61% of the event's sales came through on day one for the brands they represent on the platform. This demonstrates pent-up demand for the sales event, with consumers looking to secure their purchases as soon as possible. 

“Prime Day has cemented itself as a major sales event in the Australian retail calendar. A surge in Amazon memberships, along with last year’s impressive Prime Day results, indicates that Prime Day 2024 will be bigger than ever, presenting local brands with opportunities to grow sales and connect with new customers,” said Merline McGregor, Managing Director of Pattern Australia.

Amazon Prime Membership Growth

Uptake of Amazon Prime memberships in Australia has seen a significant surge, according to a recent marketplace shopper study. The percentage of consumers with access to Prime services has steadily increased from 31% in 2021 to 45% in 2024. Despite a price hike in 2023 from $7.99 to $9.99 per month, the growth of Amazon Prime membership has not slowed.

“Strong levels of subscriber growth highlight the value Australian consumers find in Amazon Prime, especially in a time when Australian consumers are becoming increasingly strategic with their spending, and eagerly awaiting major sales events like Prime Day to make their purchases,” said McGregor.

“Although consumer spend may be pressured, Pattern research indicates Amazon may be more resilient than other shopping channels. Only 18% of Amazon shoppers say they will reduce their spend this year, versus 24% for all online shoppers.”

Prime Day 2024: Marketplace Opportunities for Brands

In preparation for Prime Day 2024, consumer research also highlights key product categories capturing shopper interest. A majority of consumers (60%) indicated they are interested in purchasing Home & Kitchen products from Amazon, followed closely by Electronics & Computer (57%) and Books & eBooks (55%), Clothing, Shoes & Accessories (52%) and Sports, Fitness & Outdoor Products (51%).

“These key product category findings provide valuable guidance for brands looking to maximise presence and sales during Prime Day 2024,” explained McGregor. “As Prime membership and sales events continue to grow in popularity in Australia, it is essential for brands to recognise and act on these trends to create meaningful connections with new customers and drive sustained ecommerce success.”

Prime Day Product Discoverability Opportunities

Prime Day presents brands with powerful opportunities to introduce their products to new consumers. Pattern’s research shows that 39% of people who discover a new product on Amazon also often visit the brand's direct-to-consumer (DTC) website for further information about the brand. Additionally, consumers are 19% more likely to purchase a similar product from an unfamiliar brand on Amazon rather than searching for the desired brand or item on another platform.

"The ability of brands to capture the attention of shoppers on Amazon underscores the platform’s influence in reaching a wider customer-base, and the importance of leveraging popular sales events like Prime Day. Moreover, the significant traffic driven to DTC websites from Amazon demonstrates the importance of a cohesive online presence. Brands need to leverage both marketplaces and their own websites to create a seamless shopping experience and build stronger customer relationships," concluded McGregor.

For more information and to download the full report please click here: ‘Australian Marketplace Consumer Trends Report – 2024’