Amazon’s competitors saw a boost from Prime Day, too

As the second-annual Prime Day wrapped up on Tuesday, Amazon’s big sale day yet again helped lift all e-commerce boats — just not nearly as much as last year.

As of close of day Tuesday, retailers in the HookLogic ad network, such as Walmart, Target, Macy’s and Best Buy, saw a traffic lift of 13 percent over a typical day, compared to the 75-percent lift seen last year on Prime Day. HookLogic says most retailers opted not to heavily piggyback on Prime Day, surmising, “This probably says most other retailers didn’t want to promote an Amazon-led shopping day.”

That said, many retailers did take advantage of the overall jump in e-commerce traffic that Prime Day has proven to drive. Walmart, Best Buy and Macy’s were among the retailers that showcased rival deals and sales on their sites ahead of and throughout the day.

According to HookLogic, retailers experienced traffic increases of two to three times higher than average on Tuesday. And performance improved: conversion rates were 62 percent higher than average.

Amobee Brand Intelligence said Walmart’s digital content engagement rose 23 percent compared to the previous day, with 35 percent of that engagement Amazon related. Digital content engagement around Amazon rose 44 percent on Prime Day compared to the previous day.

Amazon said this year’s Prime Day was it’s biggest sales day ever.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.