Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.

2. 10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY
SHOPPER
JUNGLE SCOUT PRESENTS:
INVENTORY FORECASTING: HOW TO
SUCCEED ON PRIME DAY
11 - 11:45 am PT
2 - 2:45 pm PT1 - 1:45 pm PT
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF LEADERSHIP
ON PRIME DAY
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY

3. Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

4. leading independent performance marketing agency

5. Today’s Speakers
Brett Hulett
Senior Consultant

7. We offer the most complete view of the omnichannel
marketplace, with the fastest intelligence available

8. ©2019 Numerator • Confidential
Picturing the Prime Day Shopper

9. Agenda
• Prime Day as a Recruitment Tool
• How Amazon Leverages Prime
Day to Build Loyalty
• Prime Day Shopper
Demographics and How to
Reach Them
• Takeaways

10. Prime Day is a big sales event, but it’s
also a strong recruiting tool

11. 9%
1 in 5 US households will take part in Prime Day this year
Source: Numerator Insights; Prime Day 2016 (07/12/2016), Prime Day 2018 (07/16/2018-07/17/2018) 11
Prime Day
(2016)
Prime Day
(2018)
16%
Thanksgiving -
Cyber Monday
(2018)
28%
% of US Households That Purchased Something on Amazon

12. 23%
It’s helped Amazon deepen relationships with its customers
Source: Numerator Insights; Prime Day 2016 (07/12/2016), Prime Day 2018 (07/16/2018-07/17/2018);
Numerator 2018 Prime Day Shopper Survey
12
(2016) (2018)
34%
of shoppers indicated 2018
was the first year they
shopped on Prime Day
% of All Amazon Shoppers That Purchased Something on Prime Day
44%

13. And shopper engagement is higher than on Cyber Monday
Source: Numerator Insights; Prime Day 2017 (07/10/17-07/11/17), Cyber Monday (11/26/17),
Prime Day 2018 (07/16/18-07/17/18)
13
Average Household Spend on Amazon
Average Week
(2018)
Cyber Monday
(2018)
Prime Day
(2017)
Prime Day
(2018)
$60
$94
$121
$132

14. The rest of the retail industry is now playing catch-up
14

15. Amazon’s Product Strategy on
Prime Day: Build Loyalty

16. Consumer Electronics get the biggest boost on Prime Day
Source: Numerator Insights; Sectors ranked by Share of Projected Dollar Sales on Prime Day 2018;
CY 2018 = 01/01/18-12/31/18
16
Top Product Sectors on Prime Day 2018
Sector
Share of Spend
Prime Day
Share of Spend
CY 2018
Electronics 35% 19%
Home & Garden 15% 14%
Health & Beauty 12% 12%
Household 5% 4%
Toys 4% 6%

17. Prime Day enables Amazon to accelerate its branding push
Source: Numerator Insights; Categories ranked by % HHs Buying on Prime Day 2018,
Time Period: (07/16/18-07/17/18)
17
Top Product Categories on Prime Day 2018
Category % of Households Buying
Streaming Media Devices 11.1%
Smart Assistants & Hubs 4.8%
Cell Phone Accessories 4.1%
Small Kitchen Appliances 4.0%
Dog Food & Treats 2.8%
Tablets 2.6%

18. Amazon has its shoppers’ loyalty
Source: Numerator 2018 Prime Day Shopper Survey 18
Did you compare Amazon’s prices with prices at any of the following?
46%
24%
14%
9%
6%
6%
Didn’t compare any prices
Walmart
Target
Best Buy
Department Store
Other retailer’s website

19. Prime Day’s influence on conversion and loyalty
Source: Numerator Insights; Time Period: 7/16/18-7/17/18 and Post-Period ran through 12/31/18 19
Prime Day’s Impact on Diaper Shoppers
25%
of Prime Day Diaper Buyers made their first Diaper purchase on Amazon that day
27%
of Prime Day Diaper “Converts” made a repeat purchase post-Prime Day
40%
of Prime Day Diaper Converts’ subsequent Diaper trips were made on Amazon

20. Prime Day Shopper Demographics and
Media Attitudes & Preferences

21. Prime Day shoppers are more likely to be:
Source: Numerator Insights; Demographic characteristics shown above are higher than average for Prime
Shoppers vs All Shoppers
21
AGE
35-44
22.3% (127)
CHILDREN
Has Children
37.7% (115); esp. younger (0-5), index of 134
EDUCATION
4-year Degree & Grad Degree
4-year degree: 27.0% (117); Grad degree: 19.3% (134)
HOUSEHOLD SIZE
3-4 Person HHs
3: 18.7% (112); 4: 14.7% (120)
MARITAL STATUS
Married
61.1% (113)
INCOME BUCKET
High Income
44.6% (136)
GENDER
Female
On Trip: Female Only (63.6%)
EMPLOYMENT
Homemakers & Full-Time
6.9% (124) & 57.9% (113)

22. These shoppers are influenced by online ads (as long as
they’re perceived to be authentic)
Source: Numerator Insights; Psychographic characteristics shown above are higher than average for Prime
Day shoppers vs All Shoppers
22
ADVERTISING:
MOST INFLUENTIAL TOUCHPOINTS
Online Web, Social Media, &
Online Mobile Device
22.3% (121), 13.8% (122), & 12.4% (108)
HOUSEHOLD:
FINANCIAL ATTITUDES
Tends to Buy Care-Free &
Is a ‘Spender’ Not a ‘Saver’
23.1% (124) & 22.1% (116)
ADVERTISING:
ADVERTISING ASSOCIATIONS
Advertising is Annoying &
Advertising is Manipulative
22.3% (121), 13.8% (122), & 1.2% (112)
HOUSEHOLD:
FINANCIAL ATTITUDES
Quality-Driven, Tries New Things,
& Impulse Buyer
23.1% (124) & 22.1% (116)

23. Native ads & influencers on shoppers’ preferred social
platforms can drive awareness leading up to the event
Source: Numerator Insights; Media consumption characteristics shown above are higher than average for
Prime Shoppers vs All Shoppers
23
MOBILE USAGE
MOBILE APP BEHAVIOR
Social Media, Shopping, &
Entertainment (Videos & Shows)
51.8% (115), 49.7% (120), & 44.9% (116)
STREAMING VIDEO:
APPS / WEBSITE USAGE
Amazon Video (Prime), Netflix, & Hulu
69.7% (158), 62.2% (116) & 27.6% (123)
ONLINE / OFFLINE BEHAVIOR:
LISTENING & READING
Amazon Music (Prime), Spotify, &
People Magazine
43.0% (166), 17.9% (113), 10.5% (111)
SOCIAL MEDIA:
USAGE & PLATFORMS
Several times a day, Pinterest, Instagram,
Twitter, Snapchat, & LinkedIn
66.3% (109), 52.0% (118), 51.6% (120),
31.4% (124), 27.7% (116), & 26.7% (128)

24. Key Takeaways: Profiling the Prime Day Shopper
24
● 1 in 5 US households will participate in Prime Day this year
Capitalize on the buzz surrounding the event: build awareness of exclusive deals on brand domains and develop
creative content/messaging that incorporates and introduces Prime Day deals
● Prime Day is as much a recruitment tool as it is a sales event
Large number of new voice-activated speakers and other devices presents opportunity for creative new ways to
engage with shoppers and build brand awareness
● Prime Day shoppers are Gen X, high-income, households with kids
Consider these attributes and correlated life stages when developing promo messaging leading up to, and on the day
of the event
● Prime Day shoppers can be impulse spenders and like to try new things, yet they seek
high-quality items and authentic ads
A native ad strategy would resonate well with these shoppers - social media influencers/ads, mobile messaging, and
relevant email communications can be leveraged to start Prime Day dialogue

25. Interested in knowing more about Prime Day Shoppers?
Contact us hello@numerator.com

27. Q & A
Brett Hulett
Senior Consultant

28. 10:00 - 10:45 am PT 12 - 12:45 am PT
TINUITI PRESENTS:
STRATEGIC PLANNING PRO TIPS FOR
BRANDS TO SUCCEED
Today’s Timeline
JUNGLE SCOUT PRESENTS:
INVENTORY FORECASTING: HOW
TO SUCCEED ON PRIME DAY
NUMERATOR PRESENTS:
PICTURING THE PRIME DAY SHOPPER
11 - 11:45 am PT
2 - 2:45 pm PT1 - 1:45 pm PT
SALSIFY PRESENTS:
FUNDING AND FUNDAMENTALS:
GAINING DIGITAL SHELF LEADERSHIP
ON PRIME DAY
SKUBANA PRESENTS:
THE NUMBERS GAME – KEY METRICS
TO MEASURE AND OPTIMIZE AHEAD
OF PRIME DAY