Comscore: Social media has become an important channel for Amazon Prime Day participation

199IT original compilation

U.S. Prime Day 2022 transaction volume exceeded levels from previous years, increasing 41% compared to Prime Day 2019, 26% compared to 2020, and 7% compared to 2021.

One of the strongest signals of consumer behavior today is social data. We use our phones, tablets, and laptops every day. It’s an always-on experience that highlights a number of evolving interests.

Social media engagement ahead of this year’s Prime Day 2023 surpassed last year’s numbers. Total transaction volume across all platforms mentioning Prime Day surged 90% from 2022 to 2023.

TikTok has become a dominant force, with total video views surging 91%.

Prime Day strategically engages digital consumers and drives future retail initiatives.

Retailer Drink Poppi led the TikTok campaign with 7.1 million video views and nearly 1 million Blink views.

Google search trends were particularly strong in the last three days leading up to Prime Day 2023, with queries about when the event would start and specific deals like apparel and Lego garnering attention. Lego sets were increasingly popular, with fan favorites like the Flower Bouquet, Friend's Apartment, and Star Wars X-Wing Fighter seeing price cuts ranging from $10 to nearly $100.

Take the Lego bouquet, for example. Its popularity was boosted by its appearance on ABC’s Abbott Elementary show, around the same time it gained traction on TikTok. Riding on the momentum, the Lego bouquet received 57.3 million views on its most recent post on TikTok.

We live in a multi-touchpoint world where consumers aren’t watching one show, accessing one social platform, or interacting with content on a single device.

Looking at the broader picture, when looking at the top terms associated with activating shoppers on social media, “Deals” ranked number one last year and continues to do so in 2023.

In 2022, consumers were focused on savings, frequently using words like "best," "shop," "get," and "save." Jumping to July of this year, the words surrounding Amazon Prime Day 2023 have changed slightly. Mentions of specific products like "fire," "deals," and "TV" indicate heightened interest in tech-related products.

199IT.com Originally compiled from: Comscore. Please do not reprint without authorization