Prime Day Volume Nears Black Friday’s for Third-Party Sellers

For third-party sellers doing business on Amazon, the marketplace delivered on its promise of Christmas in July. ChannelAdvisor, an e-commerce optimization platform, reported today that its customers achieved 97% of the sales on Prime Day through Amazon that they did on Black Friday 2014. Yesterday’s take also equaled 60% of the business they did last Cyber Monday.

“What this means is, effectively, Amazon delivered on the pitch and they came within 3 percent of delivering a holiday sale in July that was the size of Black Friday,” said ChannelAdvisor Executive Chairman Scot Wingo. “This is pretty amazing.”

Other findings from ChannelAdvisor’s customer study:

  • Sellers with a heavy proportion of FBA (fulfilled by Amazon) inventory saw much higher sales than self-fulfillers.
  • Best performers participated in all levels of offers, including free shipping and lightning deals.
  • Deal velocity—unit volume over a specific time period—exceeded Black Friday levels.

“Amazon exceeded our expectations for Prime Day,” Wingo said.

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