Amazon Prime Day 2022 was the biggest Prime Day event on record, with customers purchasing over 100,000 items per minute from July 12-13. Small and medium-sized businesses, in particular, won big, racking up over $3 billion in sales.
While we made our own data-backed predictions about what Amazon Prime Day 2022 had in store for publishers and retailers, it’s time to compare what we expected to happen with what really happened.
Since Amazon is the world’s largest online retailer, Amazon Prime Day is basically a litmus test of consumer trends and best practices. And it can serve as a prime (pun intended) example of which products and content categories companies should promote not just on Amazon but across their own properties.
Especially in midst of a global pandemic and potential recession — with inflation is reaching historic highs — customers will be prioritizing certain purchases and seeking out deals. And brands and publishers should be ready to meet them with the right content and campaigns.
To help, let’s take a look at our Amazon Prime Day 2022 predications and the final results — including the top articles, products, and countries driving engagement.
What We Predicted: Tech & Home Goods Sales, and the Rise of Anti-Prime Day
We predicted that technology, home goods, and fashion products would sell big on Amazon Prime Day 2022.
According to US Taboola data, content about Amazon tech deals — and particularly Apple products — saw a 773% jump in traffic in June 2021. Meanwhile content about Amazon home products saw a 224% bump in traffic before Prime Day last year, racking up a total of 2 million pageviews in 30 days.
That’s why publishers like CBS News were focused on launching articles about relevant tech deals:
We also predicted that customers would be seeking anti-Prime Day deals — meaning, from brands that don’t sell their products on Amazon. Because, while people are eager for sales, they might not want to support Amazon, which has come under scrutiny for poor labor practices and hiking membership prices.
As Statista reported, 26% of US Amazon Prime Day shoppers in 2021 started searching for deals on Amazon but ended up purchasing from another brand.
What Actually Happened: Top Products, Articles, and Countries
To see how Amazon Prime Day 2022 played out, Skimlinks looked at data for Amazon Prime Day sales and alternatives across the top products, articles, and countries.
The top products engaged with across content from July 12-13 fell directly into the tech and home goods categories, as predicted. Top tech products included the HP 14″ FHD, Lenovo Ideapad 3, and Acer 3. And top home goods products included the Always Pan, iRobot Roomba I3+, The Varick sectional, and Dyson V8 Absolute vacuum.
The top five countries included:
- United States
- United Kingdom
Among the top articles with the term “Amazon Prime Day,” almost all included alternative deals from other retailers, with titles like:
- “The Best Prime Day Competitor Sales to Shop Right Now“
- “Here Are the Best Alternative Sales to Amazon Prime Day“
- “All of the Best Non–Amazon Prime Day Sales (So Far)“
Anti-Prime Day articles also spotlighted Amazon competitors and major retailers like Walmart, Nordstrom, and Bed Bath & Beyond, who were taking advantage of the e-commerce frenzy with their own sales on fashion, tech, and home essentials.
While top articles also featured plenty of tech and home goods products, they also included products in other categories like travel and outdoor gear, likely reaching customers who were planning summer adventures and getaways.
Gear Patrol, for example, highlighted Prime Day deals on coolers, picket knives, lanterns, and luggage. And I’m Bringing Blogging Back published a whole article about sales on YETI coolers, tumblers, and ramblers for Labor Day.
The Takeaways: Stay Focused on Tech, Home, and Travel
This summer, shoppers are looking to equip their homes with new kitchen essentials, appliances, vacuums, and furniture. Meanwhile they’re also seeking deals on tech products that aren’t exclusively in the Apple family, like laptops from HP, Lenovo, and Acer. And even though the pandemic put a damper on travel for a while, many consumers are back to seeking deals on travel and camping gear.
That means, going forward, publishers should continue to create content around these industries, and advertisers should continue to offer deals on these products throughout the rest of the summer. You don’t just have to focus on using Amazon’s e-commerce platform, either. The data shows that shoppers are eager for anti-Prime promotions that they can redeem outside of Amazon or directly from retailers’ websites.
So, even though Prime Day 2022 is technically over, you still have an opportunity to make the most of these valuable insights and boost those end-of-summer sales.