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Mobile Minute: US Shoppers Poised to Spend Over 20 Million Hours In-App During Amazon’s 2019 Prime Day

Lexi Sydow

Prime Day drives 415% increase in time spent in Amazon’s mobile app highlighting the impact of predictable, incentivized savings.

What’s Happening: 

Amazon announced its highly anticipated fifth annual Prime Day summer sales event will take place on July 15-16, 2019, which will extend the event to a full 48 hours for the first time. Amazon touts this year it will offer its Prime members exclusive deals on over one million products. As the Prime Day event continues to expand in size, it’s not without competition from other retailers including eBay's Crash Sale, Targets Deal Days and Walmart’s Rollback sales that all align to the same time frame. 

Why It Matters: 

Despite increasing competition, Amazon’s Prime Day event has a significantly positive effect on the retailer’s mobile app performance similar to the likes of Black Friday and Cyber Monday sales events. 

Amazon’s mobile apps are set to see over 20 million total hours spent by shoppers in the US during Prime Day 2019 — record-setting engagement. This is a factor of Amazon going wider — attracting new users and re-engaging lapsed users — as well as deeper — creating deeper experiences for users resulting in spikes in both the number of times the average user accesses the Amazon app and the length of time each user is spending in the app. As a result, and in combination with the expanded time-frame, Amazon is poised to see record-levels of consumer spend through its mobile apps this year. Each holiday season, mobile plays a more important role in the shopper’s experience. We are at a critical juncture for retailers, heightened by these mobile-savvy flash sale events: embrace mobile to compete in the retail landscape or be left behind. 

Go Deeper: 

Time spent in shopping apps correlated highly with digital sales in the US — an illustration of how mobile is driving shopping conversions. Mobile offers a unique advantage to retail: allowing for greater personalization, accessible loyalty programs, point-of-sale payments, in-store efficiencies and access to consumers on-the-go from the device they always have on them. 

For more on the State of Mobile Retail in 2019, check out our latest report:

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This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.

July 3, 2019

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