The news: Over 30% of US consumers plan to shop Amazon’s Prime Early Access Sale, more than any of the company’s previous Prime Day events, per a Numerator report.
The opportunity: While Amazon has traditionally used Prime Day to highlight its own consumer electronics products, the retailer has an opportunity to grow market share in other categories, particularly grocery and home goods, as shoppers wait for sales to stock up.
Other retailers lose out: Unsurprisingly, Amazon is the biggest beneficiary of Prime sales events, despite retailers running competing sales to maintain a competitive edge. Amazon’s share of consumer goods spending hit 21.7% this last Prime Day—or, in other words, $1 out of every $5 spent on CPG items that day was spent on Amazon, per Numerator.
While both Walmart and Target are running their own sales events concurrently with Prime Day, Amazon looks set to dominate once more.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.