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Amazon Black Friday and Cyber Monday UK traffic share hits 26%
Amazon Black Friday and Cyber Monday week saw UK traffic share of the total retail industry hike to a 26% growth, says new analysis.
Amazon.co.uk are taking the leading spot amongst other marketplaces this peak season by experiencing a 3% year-on-year (YoY) rate growth in UK online visitations, compared to same time last year, suggests new research by Hitwise.
Their rival, eBay UK are closely behind Amazon’s results, with 25% of the total UK traffic share that visited the markerplace during Black Friday and Cyber Monday week. Opposite to Amazon’s UK equal split of UK shoppers visiting the markerplace during both peak promotional events, eBay saw a higher proportion of UK traffic share on Cyber Monday at 7.3% than on Black Friday at 5.8%. This suggests that Cyber Monday is possibly gaining momentum for marketplace sellers like eBay as shoppers appear to be buying action items as opposed to new items that are available on sites such as Amazon. Second-hand items might not always be what shoppers expect so that leaves them extra time to refund and exchange them before Christmas.
When it comes to the most searched items this peak season, Amazon’s own technological product range took the lead, with Amazon Echo Dot experienced 10.6k online visits to its products page, up by 9% during the Black Friday and Cyber Monday week. Fire TV Stick with 1st Gen took the second place in popularity of shoppers’ visits at 9k, up by 12% on the week-to-week (WoW) basis, and Fire TV Stick 4k Ultra HD is closing Amazon’s top three most demanded products at 5.3K UK searches, up 19% on the WoW rate.
Amazon are currently the go-to place for consumers to shop this peak season as the report suggests. As it apprears the marketplace’s popularity is gained by the their branded electrical goods that Amazon are investing regularly into to keep a high shopping demand for their good. Amazon have yesterday announced a launch of a new feature that will see shoppers donating toys for children in need via Amazon Alexa. Pre-Black Friday period saw the martketplace introducing a new augmeted reality (AR) app feature that allows shoppers see Amazon items in their home space, and on the peak iself shoppers saw a launch of a ‘Home of Black Friday’ pop-up store designed to let shoppers ‘experience’ the marketplace’s products. It seems like the martkeplace have took an approach of investing often in their products promotional activity to keep shoppers engaged. This serves as a prime example of how a solid peak strategy can bear the fruits of success. But, will we see Amazon outperforming their Black Friday and Cyber Monday results this Christmas trading peak period?
While the 26% industry share for Amazon is impressive, 3% YoY growth seems quite small to me…
I personally didn’t buy anything. Out of interest I browser through few pages of Amazon deals but couldn’t see anything exciting. It’s basically same thing, same products, same discounts every year, with no “wow” moments or surprises left.