The effect of 2021 Amazon Prime Day: France

August 20, 2021

Already a month has gone by since the biggest e-retail event of the year: Amazon Prime Day held during the 21st and the 22nd of June to kick off the summer season. However, should we already forget about Prime Day until next year? 

According to Vox Recode Amazon had considered having two Prime Days this year and it is easy to imagine the company could hold another Prime event towards the end of the year, just ahead of Black Friday sales and Christmas sales.

Amazon Prime Day 2021 has been Amazon's most successful Prime Day to date worldwide and this was no different in Europe, where we’ve gathered some data collected with our monitoring tools about the impact of this special date on Amazon sales in France.

  • Among the top 200 best selling products in the Beauty category in France, there was around 150% increase in units sold.
  • While across the 15.000 products there was a 50% increase.

Top selling Beauty Amazon subcategories in France (Taking into account the top 500 products ranking)

That’s one of the reasons why it pays to be among the highest ranking products on Amazon. Now, let’s go deeper and take a look at some other insights about the impact on sales (both in value in € and in units sold) and the prices seen across Prime Days within one of the top performing categories of Amazon across France and Europe: the Beauty category.

Oh Lala: Prime Beauty winners in France

As consumers throw their masks away and restrictions ease all over Europe countries, lipstick sales surge, and we could see this trend during Prime Day in France too. 

While the Haircare was the one that saw the biggest sales. The Makeup subcategory was the one that grew the most, both in the amount of € spent which grew by 143% and the units sold that grew by 175%

Sales increase in € (Top 500 productst ranking)
Sales increase in Units (Top 500 products ranking)


Following the big Makeup subcategory sales surge was the “Coiffure soins des cheveux ” (or the Haircare subcategory) with also a big increase in sales during this first Prime Day in 2021.

And what about prices and most importantly: discounts?

Prime Day is usually a date when consumers expect big deals and discounts, so what discounts did brands in the Beauty industry apply during these days across products in France?

Average prices in the TOP 500 Products (Beauty Category)



Average prices in the TOP 500 Products (Beauty subcategories)

The only waves Brands are looking forward to seeing this summer are waves of sales, or maybe even in the sea (if you’re taking some time off) and that’s exactly what happened during this year’s Prime Day in France across the Beauty category

Will there be another Amazon sales wave after the summer is over?


---

How well did your category do on this year's Prime Day? And your brands and products? How about your competitors?

If you’re looking to learn more about your performance during Amazon Prime Days we’ve got you covered. We can deliver you Amazon Market Share  data beyond category and subcategory levels, we can take you all the way to ASIN levels to help understand how your products (and your competitors’) performed during this year’s first Amazon Prime Day. 

Go back

Read more articles like this