Prime Day 2021 USA: Day 2 movers and shakers

Today marks the final day of Amazon Prime Day for 2021. Day 2 has not disappointed, with a surge of new deals to tempt shoppers.

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

Consumer Electronics

Winners (Greatest average weighted share of search*)

JBL, Blink and Sony all remained the best performing brands for “bluetooth speakers”, “security camera” and “TV” on Day 2, but there was still movement in the category.  

Vizio lost its top spot  for “TV,” replaced by Amazon’s own Fire TV Stick and Vanzon was replaced by MusiBady at the top of search for “bluetooth speaker”.

Apple’s 2020 Macbook Air placed first for “laptop” on Day 2. Yesterday’s top performing brand Dell fell out of the top three and only placed sixth, seventh and tenth today.

Anker returned first for “headphones” and this was enough to give it the greatest weighted share of search ahead of Sony and Philips.

Health and Beauty

Winners (Greatest average weighted share of search*)

Revlon retained the title of best performer for “hair dryer,” however, it lost out to Beetles for “nail polish”. Revlon had the top spot for “nail polish” on Day 1, however, it did not appear at all in the top 10 on Day 2. Surprisingly, Mucinex Chest Congestion Tablets temporarily appeared for a time at the top of the search results for “nail polish,” indicating an uncharacteristic error in Amazon’s search algorithm. It was quickly rectified.

Calvin Klein secured first and second position for “perfume” on Day 2 making it the best performing brand by a large margin.

Day 1 winner Coppertone did not return in the top 10 on Day 2. Neutrogena took first and third place with La Roche-Posay in between.

Amazon’s own 365 Everyday Value topped search again on Day 2 for “Vitamin D,” however, its own Vitamin D3 Gummies also returned fifth which gave it the edge over NatureWise.

Home Appliances

Winners (Greatest average weighted share of search*)

There was a real shake-up in this category overnight. For 5 of the most in-demand Prime Day appliances, competition was fierce to own the top search terms and Day 2 saw a clean sweep of different faces winning first in the rankings.       

For the terms “air conditioner” and “coffee maker,” Amazon Basics swooped in to own share of search on Day 2 taking the title from hOmelabs and Cuisinart. Cuisinart did challenge Amazon for “coffee maker” as it had 50% of the top 10 on Day 2 but these were not the most visible positions.

Instant Pot and Blendtec also got top spots for “air fryer” and “blender” giving them the greatest average weight share of search for each term. ILIFE’s robot vacuum cleaner placed first this morning for “vacuum cleaner” search, but Dyson’s five listings in the top 10, including third to fifth, was enough to make it the most visible brand overall.

Home Improvement & Garden

Winners (Greatest average weighted share of search*)

Black & Decker continued its winning performance on Day 2. It maintained the greatest weight share of search for “lawn mower” despite Craftsman moving up into second place. It’s DeWalt brand also kept top spot in “tools” and had 40% of the top 10.

Craftsman lost its top sponsored spot for “air compressor” which let Bostitch claim first and second on Day 2.

Royal Gourmet’s second and fifth positions for “grill” meant it narrowly had a greater share of search than Coleman whose Road Trip Grill returned in first. Wholesun stole the top sponsored spot from Sun Joe overnight for “pressure washer.”

Sports & Outdoors

Winners (Greatest average weighted share of search*)

Portzon, Lanos and Rinsmola all had top spot and were the best performing brand on both days of Prime Day for “dumbbells”, “exercise bike” and “smart watch."  Lanos took the second search position on Day 2 as well as the first for “exercise bikes”.

Orgain did not place in the top 10 on Day 1 for “protein powder” but on Day 2 it grabbed the first, second and fourth sponsored spots to dominate its rival brands.

4W Yoga only placed second on Day 1, behind Amazon, for “yoga mats” but on Day 2 it captured the top spot from Amazon to become the most visible brand.

Amazon's rivals continue their Prime Day challenge

Amazon’s competitors continued their challenge today with their own rival shopping events.Target’s "Deals Days" ends at midnight tonight and Walmart’s "Deals for Days" began on Sunday and ends tomorrow (June 23).

We returned to the retailers and the search terms 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*)

On the face of it, the only changes in best performing brands were for the search terms “coffee maker” and “grill.” Mr Coffee took best performing brand from Hamilton Beach on Target for “coffee maker” while Hamilton Beach performed better on Walmart, taking the top spot from Chefman.

There were further changes on Walmart for “grill”.Pit Boss added fourth spot to its second and sixth on Day 1 and overtake Kamada Joe. Camp Chef also took top spot from Char-Broil on Lowe’s to be the most visible brand.

While the best performing brands remained the same across the terms “TV”, “hair dryer” and “smart watch” that doesn’t paint the whole picture. TCL took the spot for “TV” from Sony on Best Buy and TCL also took second position for “TV” on Walmart from Hisense.Remington increased its share of the top 10 for “hair dryer” on Target to 40%.

In spite of these changes, yesterday’s top brands continued to dominate today.

The 48 hours of Prime Day are almost over, while Walmart continues the party for one day more. Amazon has without doubt seen a significant challenge from many retailers' own shopping events this year. However, its proven formula of heavy and widespread advertising and marketing of the event, coupled with regularly updating deals looks set to make the seventh Prime Day another record breaker.

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

**For this analysis we have used the 10024 (Manhattan) zipcode for results.