AMAZON Prime Day (s) are back

August 20, 2021

by Vanessa Castro


The biggest party in eCommerce is back for 2021: Amazon Prime Day is scheduled to happen the 21st and 22nd of June, just in time to kick-off the summer holidays.

With the reactivation of the economy after restrictions for COVID-19 being lifted all through Europe and the US, this year’s Amazon Prime Day is expected to have a big impact on sales (even bigger than previous years) 

Prime Day is one of the most important dates on a brand's sales calendar. Last year the company chose to extend the duration of the event to two days, exceeding 3,5 billion dollars in the 19 countries, which represents an increase of almost 60% over the previous year.

This event is so well known that consumers prepare for it by searching for the products before Prime Day(s) and including them in their wish list to purchase when the day comes. 

In fact, this global event is celebrated on the same days all over the world and is exclusive to Amazon, not like Black Friday, Cyber ​​Monday or Christmas which all retailers celebrate.

The effect of holidays on Amazon: Mother’s day

In fact all of these special dates have a big impact on sales and this year we’ve already been seeing a busy eCommerce holiday calendar with Spring Week, Valentine’s day and more recently with Mother’s day. 

Mother’s day is a traditional purchase occasion for European countries and the data shows it. This holiday can effectively shape an entire shopping category, like Beauty.

Mother’s day: Impact on the Beauty category (and its subcategories) on Amazon sales

Our category tree on Amazon analysis shows us the impact of this holiday within just one week. On data collected by Shalion: notice how for the Women and Perfumes subcategories the share of units sold changes from 65% in the week prior to Mother’s day to 50% in the week after. 

Amazon Beauty Category Market Share in Spain (26/04/2021 to 02/05/2021)
Amazon Beauty Category Market Share in Spain (26/04/2021 to 02/05/2021)


If this shift in Market Share is seen in one of the top categories for Amazon (like the Beauty and Cosmetics) during a traditional celebration like Mother’s day, what can we expect from Amazon’s own “made-up” holiday? We can certainly wait for a global retail earthquake.


Get ready for Amazon Prime Day in 3, 2, 1...

We’ve put together a few tips to help you get ready for the unmissable e-retail event of the year. 

Take a look at what you can do to prepare for the big “P-Day”:

  1. Make sure your products are looking good on the Amazon Shelf

Review your product content: the images, the titles, the characteristics or bullets, the description and your A +. Include the correct keywords, make sure the correct images are used to create appetite and help the conversion. Remember the traffic is going to explode on Prime Day(s) and you want to make sure you’re looking your best. 

To achieve this you’ll first need to be in-stock. As mentioned, typically for this day consumers look for what they’re interested in buying in advance and add it to their wish list for later purchase, but if your products are out of stock these won’t even be considered.

Then, take into account how much stock you will need to be able to meet the demand on the actual Prime Day (s). If the product has a sales history from other Prime Days, take that into account to make your estimates. But if you have it only from 2020 be careful, because last year Prime day was held in October, and we’re not in the same season, so if your product is seasonal then the demand can be affected. 

  1. Reach for the “stars”of your portfolio

Use your top products to attract the attention of your potential customers. You know well which is the selection of products in your portfolio that accumulate the most sales and the ones that usually have the best ratings and reviews. 

In an eCommerce world where customers can’t physically experience products before purchasing, many consumers turn to online product reviews and ratings and this is no different on Amazon. 

In 2020, Amazon transitioned Reviews to Ratings. The difference is that customers can now simply leave a star rating without leaving a text review.

Make an effort and promote these products, make them visible to the Prime Day customers that know what they want, what they are looking for and will choose to buy the best products.


  1. Measure, measure and then measure some more!

Out of the total purchases of a product or service on a category on Amazon during a specific period, the percentage that goes to a brand defines its market share.

You can’t improve what you don’t measure: how to know if you did a good job optimizing your Amazon Digital Shelf and how well you performed on Prime Day against your competitors if you’re not aware of what your Share is? (before and after) 

Measuring your share is as important as optimizing your shelf on Amazon, especially if you want to win the most on this important date. 

Just as we saw with Mother’s day, on Prime Day: expect some winners and losers across categories. On what side will you end up?

Vanessa Castro

Marketing Director at Shalion

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Our new Market Share solution helps you measure your share on Amazon across categories and subcategories right up until SKU level.

Let us help you GROW on Amazon: by measuring your share across categories with our ecometry platform.

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