More than three months after the event, sales figures from Amazon Prime Day have emerged to perhaps settle the issue of varying perspectives between customers and the company.
Market research firm Consumer Intelligence Research Partners (CIRP), via CNET, has released the results of a poll indicating that, as a result of Amazon Prime Day — a promotion by which the eCommerce company, to celebrate its 20th anniversary on July 15 of this year, offered exclusive deals to Prime members — U.S. consumer enrollment in the $99-per-year service that provides free two-day shipping (as well as other benefits) grew 7 percent in the third quarter of 2015, compared to 3 percent in the same quarter last year.
CNET shares that one quarter of the respondents to the CIRP poll said they were motivated by Prime Day to become members of Amazon Prime.
“Prime Day looks like it was a big success,” CIRP Cofounder Mike Levin said, according to Internet Retailer.
Additionally, CNET shared CIRP’s findings that Amazon Prime added 3 million subscribers during the third quarter of 2015 and 6 million members over the past two quarters. Although Amazon does not share how many Prime members it has in its consumer ranks, CIRP estimates that as of Sept. 30, about 46 percent of all Amazon customers had a Prime subscription, which would amount to approximately 47 million people.
The more Prime members, the better for Amazon, given that — via the CIRP report — Prime members spend twice as much annually on Amazon as non-Prime members, at a difference of $1,200 to $600, and convert at a higher rate. The CNET story also references an April report from research firm Millward Brown Digital showing that less than 1 percent of Prime members are likely to consider buying from any major competitors to Amazon during an online shopping session.
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