Amazon Prime Day 2023

Rising Stakes for CPG and Consumer Electronics Brands

Report Snapshot

Amazon’s annual midsummer event is a key test of consumer demand as a shaky economy and high prices have shoppers in deal-seeking mode. With Prime Day’s evolution into an industrywide tentpole, brands and retailers hoping to capitalize on the surge in demand need to execute the right strategies to outperform the competition.

Key Question: How much ecommerce spending should brands and retailers expect on Prime Day 2023, and how should they prepare?

KEY STAT: Amazon Prime will reach 174.9 million US users this year, representing 65.9% of the population.

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    Table of Contents

    1. Report Snapshot
    2. Prime Day is a global shopping phenomenon that attracts deal seekers from everywhere.
    3. Prime Day will surpass $8 billion in US ecommerce sales over the two-day period.
    4. Prime Day is a bellwether for the 2023 holiday season.
    5. Prime Day is about accelerating Amazon’s new flywheel of media, advertising, and commerce.
    1. Computer and consumer electronics and apparel are Amazon’s biggest Prime Day categories, while CPG is a growth opportunity.
    2. Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth.
    3. Prime Day shoppers have been gravitating to CPG products and other everyday items.
    4. Rival retailers can lean into their competitive advantages over Amazon on Prime Day.
    5. How can brands and competitors maximize Prime Day’s sales impact?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Elizabeth Marsten
    Vice President, Commerce Strategic Services
    Interviewed May 25, 2023
    Kiri Masters
    Head of Retail Marketplace Strategy
    Interviewed May 17, 2023

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    Andrew Lipsman


    Whitney Birdsall
    Senior Forecasting Analyst
    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Blake Droesch
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager