Amazon has entered its second and final day of the Prime Big Deal Days sales event, and we’ve seen a range of strategies deployed by brands across Amazon US! Early data is reporting that customers are only spending on average $55.86 per order, down from July’s Prime Event, yet up from last year’s Prime Early Access Sale. Below, we’ve gathered first-day results in terms of Paid Share of Voice (SOV) gainers, and some of the most drastic price changes for 10 select brands using our Digital Shelf Analytics Platform, Velocity.

Biggest Takeaways for Brands

• Not all brands are pairing Paid SOV increases with significant price cuts, like Nulo or Snailax, an approach we’ve seen some brands employ in previous Prime Days. 
• Be mindful of the strategies that are bringing success, and those that may be less effective, within your category. With Black Friday and Cyber Monday events right around the corner, it will be helpful to learn from the performance trends seen during Prime Big Deal Days.
• Day 2 will likely bring more volatility as brands continue to make changes in terms of deals being run and ad investment. Brands that are ‘winning’ on the Leaderboard for Day 1 could experience a different Day 2!  
• Make sure to take advantage of our free Amazon Brand Leaderboard tool to track the outcomes of Prime Big Deal Days, and follow along as we publish recaps from the sale!