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Amazon’s Prime Day, its one-day summer sale, drove the fourth busiest online shopping day with regard to web traffic last year, according to Internet Retailer citing a report from SimilarWeb. Shoppers conducted research across retailers to compare products against Amazon, which helped the top 25 online retailers bring in a total of 179 million site visits.
Walmart, which ran its own promotion on Prime Day, saw an increase of 62% in web traffic compared to the day before the sale, notes the SimilarWeb report.
Meanwhile, Macy’s recorded an increase of 58% in web traffic compared to the day before, even without hosting any sale itself.
Notably, both Walmart and Macy’s experienced greater spikes in web traffic than Amazon, which saw an increase of 45% in web traffic during its inaugural Prime Day.
Major online retailers should expect a similar increase in web traffic during this year’s Prime Day. This is because consumers will be looking to these retailers for comparable deals, particularly as Amazon’s one-day sale becomes a more well-known annual event. It’s also likely that more of Amazon’s competitors will hold similar promotions in the future, given Prime Day’s success.
Last year, Amazon’s Prime Day generated more sales than Black Friday. Amazon’s merchants have been preparing for an equally successful Prime Day this year on July 12 — both in terms of web traffic and sales — although no forecasts have been officially projected.
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