Amazon Prime Day on social: What you need to know for 2018

By   |   July 12th, 2018   |   Reading time: 3 minutes Brands, Digital Journalism

Social Media Analytics, Facebook Analytics

Prime Day falls on July 16th this year. We took a look at the data around Amazon’s biggest day of sales to see what content and promotions were working best on social.

Amazon Prime Day 2018 is fast approaching, and it’s expected to be another big one in terms of sales. In our latest report, we look at some of the content and campaigns that have had success on social around the day.

Prime Day was created in 2015 to mark Amazon’s 20th anniversary and now rivals Black Friday as one of the biggest retail sales of the year. 

Since its inception in 2015, spending has jumped from 0.9 billion dollars to almost 2.5 billion last year, according to Statista. 

Needless to say, this level of attention and spending brings plenty of opportunity for brands and publishers to jump on board with content and marketing efforts, so we took a look at the data to see what worked last year, and what’s working this year so far.

Prime Day web content in 2017


Last year, Prime Day fell on July 10, and that is reflected in when content began to really go viral. 

There was a small spike towards the end of June, and again around the 6th-8th July, but most of the articles, and engagements to those articles, were reserved for the day itself and the following day.

The top content for Prime Day tended to be either the best deals, or humorous tweets about Prime Day. 

In terms of content focused around the best deals, they tended to be within a certain category of item, whether that be practical items, or items for food lovers, rather than simply generic ‘best deals’ lists. 

There was also an article from Business Insider about how Prime Day is killing Black Friday, the traditional post-Thanksgiving sale, that garnered a good deal of interest.

Top Prime Day Content in 2018 so far


The top post about Prime Day so far is actually a clever tie-in from Gizmodo piggybacking off the attention the day gets to question the utility of being a Prime member at all. It’s not unlikely we’ll see more of these sorts of tie-ins, even if they don’t have that much to do with the sales themselves, simply due to the sheer amount of attention the day drives. 

Beyond that, most of the content was about the announcement of the day itself, or beginning to predict what some of the deals might be, which the Huffington Post did. Interestingly, at this stage, many of the top articles came from tech focused publishers such as Tech Crunch and The Verge, with traditional publishers more likely to begin to weigh in as the date itself approaches.

With Prime Day fast approaching, there’s still time to get that last-minute content out there, here’s a round-up of some tips and tricks to make sure you stand out amongst the competition. Download our report here for the full array of tips to make your content stand out.

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