Product categories seeing an uptick in sales included:

• Electronics

• Apparel

• Personal care

• Fragrance and Cosmetics (up 42%)

• Personal Appliances—Blow dryers, curling irons and wands, electric razors, etc. (up 31%)

• Others: 

Total spend using buy now pay later on the first day of Prime Day (16th July) came in at £93.7 million representing a year-over-year rise of 4.7%. 14.8% of online orders during this period used a BNPL service.

Across major marketing channels, affiliates/partners, which includes influencer marketing saw the biggest lift when it came to revenue contribution (up 27.4%) as influencers took to social media to promote Prime Day deals.

Natural search was another major contributor (up 22.1%) as was paid search (up 21.1%).   

Vivek Pandya, Lead Analyst, Adobe Digital Insights. comments: “Prime Day has once again proven to be the biggest online shopping event for the UK market with the first 24 hours of the industry wide sale seeing near double digit growth and setting a new record for a Prime Day event.”

“Consumers seized the opportunity to buy while competitive discounts across multiple categories helped to them to save and maximise the value of their spending.”

“This acceleration in spend is in-line with what we’ve observed during recent bank holiday and other sales events through 2024, only to a much greater degree.”