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Exploring the usage of e-commerce apps during Amazon Prime Big Deal Days 2023

Amazon's 2023 Prime Big Deal Days took place on October 10 and 11. During this event, Prime members were given exclusive access to highly discounted seasonal deals across various categories, including fashion, home, and toys. This mega-sale event achieved tremendous success and kicked off the holiday season. It has now become Amazon's most successful fall sale to date, second only to the summer Prime Day in 2023. According to Adjust data, exclusively released to Chain Store Age, Prime Big Deal Days had a strong halo effect on e-commerce app usage, even surpassing this year's Amazon Prime Day.

E-commerce app installs reach record numbers

During Prime Big Deal Days, there was a significant increase in e-commerce app installs both globally and in the U.S. compared to last year's Early Sale Access in October. Global e-commerce app installs during Prime Big Deal Days 2023 surged by an impressive 114% compared to the Early Access Sale in 2022. In the U.S., a significant e-commerce market, there was a 30% increase in app installs during the same period.

Globally, shopping apps experienced remarkable year-over-year (YoY) growth of 183% during this year's Amazon Prime fall sale. However, it's important to note that the growth in the U.S. for shopping apps was relatively modest at 3%.

Additionally, as the holiday season approaches, it's clear that consumers are searching for the best bargains. This trend is confirmed by the increase in deal discovery app installs, which saw a YoY rise of 24% globally. Interestingly, the U.S. closely mirrored this global trend with a 25% spike.

E-commerce app usage rises during Prime Big Deal Days 2023

During the 2023 Prime Big Deal Days, e-commerce apps experienced a surge in user engagement. Global sessions increased by 19% compared to last year's Early Access Sale in October, while in the U.S., sessions grew  12%. The increase in sessions reflects a more informed, involved, and interactive user base that eagerly takes advantage of major online sales events.

Specifically, shopping app sessions during the Prime Big Deal Days 2023 witnessed a significant 29% YoY increase, with the U.S. recording an 18% rise during the same period.

Deal discovery apps also saw increased user activity. Globally, sessions for these apps soared by 10% compared to the previous year's Early Access Sale. Notably, deal discovery app sessions in the U.S. surged by 22%. This indicates a specific interest among U.S. consumers in maximizing their savings during sales events.

Prime opportunities: Optimizing e-commerce app strategies for Amazon sales events

With the increased usage of e-commerce apps during sales events like Amazon Prime Big Deal Days, mobile marketers have numerous opportunities to introduce new engagement techniques, personalized shopping experiences, and targeted promotions. The growing interest in deal discovery apps, especially in markets like the U.S., offers an exciting avenue for collaboration and cross-promotion.

To make the most of this opportunity, app marketers should utilize mobile analytics to predict consumer behavior, customize offers, and enhance user journeys. As we anticipate the next major online sales event, the challenge for mobile marketers lies in developing strategies that capitalize on current trends and shape future consumer behavior.

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