Prime Day 2021 UK: Who's shaken up search on day 2?

Today is the final day of Prime Day and with it a wave of new deals for shoppers looking for a last-minute bargain.

This morning, we have returned to the search terms we analysed yesterday, in 6 major categories, to see how things have changed overnight. 

 

Consumer Electronics

Winners (Greatest average weighted share of search*)

 

Winning Brands

Search Terms

Headphones

Laptop

TV

Webcam

Prime Day 1

Sony

Huawei

TCL

Papalook

Prime Day 2

Umi

LG

TCL

Teaisiy

 

The winning brands changed overnight for three of the four search terms. TCL maintained the top two spots for “TV”, but JVC took third place from Samsung.

Sony had first and third positions for “headphones” yesterday but was not in the top 10 on Day 2. Umi, who did not feature in the top 10 on Day 1, was the best performing brand today. 

Huawei slipped from first and second on Day 1 to sixth on Day 2 for “laptop”. LG claimed first on Day 2. Papalook also lost its first place position for “webcam” but it retained second position. Teaisiy took the spot.

Home

Winners (Greatest average weighted share of search*)
 

Winning Brands

Search Terms

Air Fryer

Coffee Machine

Mattress

Microwave

Prime Day 1

Breville

Tassimo (Bosch)

Simba

Toshiba and Sharp

Prime Day 2

Breville

Tassimo (Bosch)

FurnitureFul

Sharp

 

Breville and Tassimo (Bosch) continued to be the top performing brands for the terms “air fryer” and “coffee machine”. Tassimo (Bosch) added second place to the first spot that it kept overnight.

FurnitureFul also built on its performance from Day 1 for “mattress” knocking Simba off the number 1 sponsored search perch and out of the top 10. In fact, FurnitureFul claimed all three rankings today. Sharp overtook its rival Toshiba in “microwaves” claiming first and second ranking on Day 2.
 

Health and Beauty

Winners (Greatest average weighted share of search*)

 

Winning Brands

Search Terms

Hair Dryer

Makeup

Nail Polish

Perfume

Prime Day 1

Remington

Prreal

Max Factor

Calvin Klein

Prime Day 2

PluieSoleil

Maybelline

Max Factor

Calvin Klein

 

The brands in the top three positions for “nail polish” remained the same on Day 2. Max Factor was the top performing brand for both days. Calvin Klein again was the top brand for “perfume”.  The maker of Eternity for Women and CK be grew its share of search on Day 2. It added ninth and tenth positions to the first and sixth it retained from the day before. 

In a dramatic overnight shakeup, the top search rankings in the “hair dryer” category on Day 2 looked completely different from Day 1. Yesterday, Remington had 60% of the top 10, including all the top three. On Day 2, PlusSoleil was ranked top, Lily England second and Nicehedtop third. PlusSoleil top position means it had the greatest weight share of search on Day 2.

Prreal, which won share of search on Day 1 for “makeup”, dropped out of the top 10 overnight in the category. Maybelline took second and third positions which was enough to have a greater share of search than Amazon’s Eono brand in first position.

Toys

Winners (Greatest average weighted share of search*)

 

Winning Brands

Search Terms

Board Games

Jigsaws

Toys

Prime Day 1

Exploding Kittens

HXMARS

Osmo

Prime Day 2

Exploding Kittens

TWH

Yoto Children

 


No change overnight for the top three rankings in the “board game” category so Exploding Kittens was the most visible brand again.

HUADADA had the most listings in the top 10 for “jigsaws” on Day 1 and 2, but on Day 2, its four placements were not enough to have the greatest average weighted share of search than top ranked brand TWH.

Osmo did not keep its top three sponsored spots from Day 1. Tonies took first position and Yoto Children had second, third and fourth.

Baby

Winners (Greatest average weighted share of search*)

 

Winning Brands

Search Terms

Baby Carriers

Baby Monitors

Car Seats

Pushchairs

Prime Day 1

Bebamour

Heimvision

Naniar

Silver Cross

Prime Day 2

Bebamour

Lullaby Bay

Maxi-Cosi

Baby Jogger

 

Bebamour added to its first place yesterday with second place today in “baby carriers”, both products on a Prime Day deal.

Motorola entered the top 10 for “baby monitors” on Day 2. It had three placements including second place, but still lost the average weighted share of search prize to Lullaby Bay, which grabbed first position.

Maxi-Cosi outperformed first placed Britax due to its second, third, fourth and seventh ranking for “car seats”. Silver Cross could not maintain its Day 1 positioning for “pushchairs”. Baby Jogger wheeled in on Day 2, parking in first and second spot.
 

Alcohol 

Winners (Greatest average weighted share of search*)

 

Winning Brands

Search Terms

Champagne

Gin

Vodka

Whisky

Prime Day 1

Moët & Chandon

Tovess (Amazon)

Smirnoff

Talisker

Prime Day 2

Perrier-Jouet

Tovess (Amazon)

Smirnoff

Glenlivet

 

Moët & Chandon suffered a hangover on Day 2, losing all three top search spots it had claimed on Day 1. The Moët & Chandon Impérial Brut Gift Box 75cl was the only one of its products that returned in the top 10 (sixth). 

On the up was Perrier-Jouet, winning share of search in “Champagne” today with second and fourth rankings.

Amazon switched the positions of its gins with its Orange & Clementine Gin taking first from the Pomegranate & Rose Gin yesterday. 

Smirnoff grew its performance for “vodka” from Day 1. Its Raspberry Vodka took first position from Belvedere. Smirnoff was also sitting tight on the following three rankings. 

Glenlivet moved up the rankings on Day 2 for “Whisky” as Talisker dropped down. Glenfiddich again had the top spot but this was not enough to beat Glenlivet’s second and fifth position on Day 2 of Prime Day.

Amazon rivals: no big overnight changes


Retailers, like Boots, Currys and Very continued to challenge Prime Day on Day 2 with the same deal banners as the day before.

We returned to the 5 search terms at the retailers we analysed on Day 1 to see whether the most prominent brands yesterday had managed to keep their rankings, or whether rivals had fought them off for the key top spots. 

Winners (Greatest average weighted share of search*)

 

   

Search Terms

Day

Retailers

TV

Air Fryer

Perfume

Board Games

Car Seats

Day 1

Boots

   

Issey Miyake

 

Joie

Day 2

   

Issey Miyake

 

Joie

Day 1

Currys

LG

Tefal

     

Day 2

LG

Tefal

     

Day 1

The Toy Shop

     

Monopoly

 

Day 2

     

Monopoly

 

Day 1

Very

LG

Ninja

Vera Wang

Monopoly

Safety Baby

Day 2

LG

Ninja

Vera Wang

Monopoly

Safety Baby

 

Unlike Amazon, there were very few changes in the top 10 for the other retailers we analysed between Day 1 and Day 2. In one of the few changes, Tower took the top spot from Ninja on Very for “air fryer” and Tefal’s air fryers switched first and second place overnight on Currys.

There were some minor changes lower down the top 10 for “perfume” and “board games” but this did not dramatically change the overall results of best-performing brands. 

With just a few more hours left of Prime Day, Amazon once again has gone all out to bring shoppers to its website with the ultimate goal of gaining more Prime members. Amazon’s  more dynamic approach to deals than its rivals look set to help drive another record-breaking Prime Day. 

 

*Weighted share of search is weighted so that products nearer the top of the search results are given a greater percentage share than results than results further down. The weighting is exponential for rankings from 1st to 10th

Chris Elliott
Article by:
Chris Elliott
Senior Insight Manager
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