August 17, 2023
Written by Ethan Mort
Prime Day Sets Record Breaking Sales While Prime Day TV Ad Spend Declines
Amazon Prime Day came and went this year from July 11th to the 12th, ushering in yet another record breaking sales performance for the online distributor. Despite rolling out a smaller Prime Day advertising campaign on traditional media, Amazon sold more than 375M million items and customers spent $12.7B on the platform, marking a 6.1% growth from last year. From June to July 26th, Amazon aired 234K ads on broadcast and cable in total, with 73K of those ads centering around the Prime Day sale. This is a significant decrease from the previous year where 52% of Amazon’s 239K ads aired from June to July mentioned Prime Day. While 2022’s Prime Day ad campaign was centered around one ad highlighting the deals, 2023’s ad campaign had multiple ads about the online sale, one including an ad fully in Spanish.
The growth of Prime Day sales, despite a smaller Prime Day ad campaign this year, raises questions on the importance of advertising an online sale on traditional media, suggesting the growth in importance of digital advertising for online retailers. By using our CTV measurement technology, AdImpact estimates Amazon’s Prime Day ads in 2023 reached a total of 97M impressions in the United States, the highest for Amazon’s Prime Day digital ad campaigns. A record-breaking number of digital impressions for a record-breaking sale.
For more industry ad airing analysis, check out our report on streaming platforms' ad airings on television.