Prime Day 2019 saw a significant rise of the consumer search for ‘Prime cancel’ highlighting the challenge for Amazon to retain loyal members against a new shopper trend of ‘sign-up and leave.’
According to the Prime Day 2019 analysis by Hitwise, Prime Day 2019 was yet another triumphant peak. It saw the number of Amazon buyers and transactions on Prime Day accelerating to an impressive +20% year-on-year (Yoy) rate. More than 8.6 million transactions were processed, leading to Amazon’s highest conversion rate at 9.0%.
This year, Prime Day experienced a wave of new Prime members. Each day of the 48-hour shopping event saw the Prime subscription page accepting 84,000 new members. That’s a 147% year-on-year (YoY) growth.
However, as the annual promotional peak saw the increase of loyalty, it also experienced a spike in “Prime cancel” searches over the two-day shopping activity.
The 52% of YoY increase points to the rise of savvy shoppers aiming to avoid the value of exchange programme, which makes shoppers pay for the Prime membership to take advantage of the Prime Day sales. The phenomenon sees the possibility of shoppers double-dealing the system by signing up to Prime membership during the shopping event in a bid to bag sales and abandoning the subscription to avoid long-term costs.