Amazon Prime Day Results
Despite what you’ve heard repeated from the source Channel Advisor regarding Amazon’s Prime Day sales – they reported that Amazon Prime Day sales were “flat” year over year in the US – Amazon reported as of this afternoon that they were seeing an increase in sales of 30% over last year internationally.
The problem with the inaccurate information, spread by WSJ, Forbes, and many other “mainstream” news outlets was that the comment from Channel Advisor was taken out of context. Channel Advisor is a company that helps resellers sell through Amazon. Their numbers represented only a small fraction of Amazon resellers and represented “same store” sales. In other words, for a given reseller, sales this year were only up slightly from last year. It doesn’t take into account the entire site, and items that Amazon sells directly. Nor does anyone have access to that information other than Amazon. Channel Advisor was commenting specifically on “…[their] customers”. Here is the exact quote from Bloomberg:
ChannelAdvisor Corp., a North Carolina firm that helps 3,000 merchants sell on online marketplaces such as Amazon, said that as of 5 p.m. New York time, its customers were experiencing similar U.S. sales to the first Prime Day last July.
And that’s out of a total of (as of January 2015) TWO MILLION sellers on Amazon.
The real number that Amazon reported as of 3pm this afternoon of the second “Amazon Prime Day” is an increase in sales of 30% worldwide, year over year.
So there’s that, plus the fact that the sample represents 1,000/4,000,000th of Amazon third party sales, and it’s quite embarrassing that the financial news outlets reported it as fact – a huge factor in AMZN being one of the few stocks on Wall Street to trade lower today.
Amazon Says ‘Prime Day’ Sales Up 30 Percent for Merchants
By Spencer Soper, Nicole Piper