Amazon's Biggest Sales Events: Stats & Strategies for Prime Day, Black Friday, & Cyber Monday

In 2024, the ever-expanding influence of Amazon means Prime Day and holiday sales events are bigger than ever, creating unbridled opportunities for thousands of brands. Explore product pricing trends and tactics implemented by successful brands to seize these opportunities. Gain insights to inform winning strategies for future Amazon sales events, including Prime Day, the fall deals event, and the holiday shopping season. 

Key insights

• Prime Day discounts came earlier this year. Across 13 Amazon categories, just 5 experienced their lowest average sale prices during Prime Day, while a majority saw the lowest prices in the days leading up to the event. This differs greatly from last year’s Prime Day, where all 13 categories had their lowest prices on the last day of the sale.
• When Amazon expands sales events, pricing trends shift accordingly. In 2023, the biggest deals of its weeklong Black Friday and Cyber Monday event generally occurred on the day before each retail holiday, with discounts averaging 13% off on the day before Black Friday and on the day before Cyber Monday, compared to 5% and 3% on the actual holidays, respectively.
• Discounts are growing for Amazon’s fall Prime event. In 2023, the Big Deal Days event experienced bigger discounts – in some cases, doubling year-over-year. Out of 13 categories, 9 had larger discounts in 2023 than 2022. The Appliances category saw an average price drop of nearly 30%, up from 18% the previous year.

What’s inside 

• How Prime Day 2024 stacks up to past events, plus sales and revenue data from some of the most popular brands and products, including Caraway, Dyson, and YETI
• Category pricing trends around Prime Days, Black Friday and Cyber Monday from the past three years, and daily price data for some of the best-selling products on Amazon
• Tips for brands, retails, and sellers that tap into the twofold potential of these events to immediately boost sales and foster sustained success, growth, and customer loyalty