As we did for our previous blog post, where we went deep into the data of the Beauty category in France during the most important e-commerce event of the year, we kept analyzing the impact that this year’s Amazon Prime Day had across the top EU markets.
Now it’s the turn of the UK and Germany and this time we’re focusing on a subject that’s very important for consumers and brands alike during these days, the impact of the Amazon Prime Day on prices (and discounts) across both these countries.
We’ve gathered some data collected with our monitoring tools about the impact of this special day on Amazon, and to be able to compare we’re zooming in specifically across the Beauty category.
Some key takeaways:
- Both in the UK and Germany, among the top 500 best ranking products in the Beauty category the top performing subcategory was Skin Care.
- While in the UK we’ve seen a price decrease of aprox. 18% as a consequence of this event, in Germany it was just around 13%
- The beauty subcategory with the biggest price decrease was Hair Care in the UK while in Germany it was “Beauty & Pflegesetes” (Beauty & Care Sets)
But let’s go deeper into the data and let’s take a look at each country separately.
The impact on prices in the UK (Beauty category)
Amazon plays a major role in the sale of beauty products in the UK and this was no different during this year’s Prime Day. Among the top performing beauty subcategories in the UK this year were: Skin and Hair care products, followed by Manicure and Pedicure.
- Prices & discounts
Overall, across the entire Beauty category there was an average price decrease of 18%.
But when we go deeper into the subcategories, we see the biggest price decrease was seen in Hair Care (22%) followed by the products in the Skin Care subcategory (18%).
The impact on prices in Germany (Beauty category)
Among the top performing beauty subcategories Germany this year were: Skin and Hair care products, followed by Manicure and Pedicure.
- Prices and discounts
As mentioned above, overall the average price decrease across the Beauty category was around 13%.
But going into the subcategories, there were 3 with more than 14% average price discounts: Beauty & Care Sets (30%), Skin Care (20%) and Bathing & Body Care (14%).
Many are wondering if Amazon is going to leave its annual sale until 2022 or return with a new October date.
In any case Amazon's discounts are getting better every time Prime Days are held, with a wider variety of products taking price cuts and bigger savings on premium items across all European countries. That means next year's event is already looking promising for consumers, but how about for brands? Are these price cuts and discounts beneficial for sales?