What Amazon stands to gain from its Black Friday Sales Event

Nov 21

In early November, Amazon announced it’s Black Friday Event - the first time the online retail giant has joined other major retailers like Walmart and Target in releasing steep Black Friday savings ahead of the holiday shopping season. The event will mark Amazon’s third major sales event this year and will run November 17 through November 27 (Cyber Monday).

So, what’s Amazon’s motivation for participating in Black Friday and how might this impact home improvement retailers like Home Depot and Lowe’s? Let’s unpack Amazon’s Prime Days performance to find out.

**Prime Day Events growing rapidly YoY**

Amazon Prime day events are growing significantly year over year. July 2023 Prime Day sales grew 32% and Oct 2023 Prime Day sales grew 39%, when compared to their respective prior year’s sales event.
July 2023 Prime Day sales totaled over $7.7B for the two day sales event, with daily sales peaking on July 11th at $4.2B - about 3.2x July’s average daily sales.

So, what home improvement categories did Amazon Prime Day’s success impact the most?

The top three selling home improvement categories on Prime day in both July and October were Air Filters, Door Hardware and Power Tools. However, the following top categories were seasonal - Air Conditioners and Fans in July and Heaters in October.