Amazon's 2021 Prime Day event this week (actually spanning two days, June 21-22) saw a 53% hike in advertising spending across more than 44,000 Amazon digital campaigns compared with last October’s event, and by 312% compared to the Monday and Tuesday prior to this year's Prime Day, according to an analysis by Jungle Scout.
The average ad spend per distinct Amazon ad campaign also increased by 53% versus 2020's Prime Day, and by 284% compared to the Monday and Tuesday a week prior to this year's Prime Day.
Total sales revenue attributed to Amazon ad campaigns increased by 34% versus last year's Prime Day, and by 432% versus the Monday and Tuesday prior to Prime Day.
Average attributed sales per distinct Amazon ad campaign also increased 34% versus last year's Prime Day, and by 395% versus the previous Monday and Tuesday.
Total sales conversions rose by 40%, and sales conversion by distinct campaign rose by 29%, compared to last year's event. The total and per-campaign increases against the previous Monday and Tuesday were 156% and 125%, respectively.
However, return on ad spend (ROAS) decreased by 12% compared to Prime Day 2020.
ROAS was up 29% when compared to the previous Monday and Tuesday.
Jungle Scout cites Adobe Analytics findings showing that total online spending surpassed $11 billion, 6.1% over last year’s total.
Jungle Scout’s analysis is based on its own ecommerce data for June 21-22.