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Amazon Prime Days continues to be a major shopping event, with electronics leading the way in discounts for 2024. The promotional depth for electronics reached ** percent, while beauty and personal care products, as well as tools and home improvement items, saw discounts of ** percent on average. This annual event has grown significantly since its inception, with Prime members purchasing approximately 300 million items in 2024, nearly doubling the pre-pandemic figures.

Discount trends and promotional strategies 

The discount rates during Prime Days typically exceed those seen throughout the year, with electronics and cell phones experiencing particularly notable increases in 2024. These categories saw surges of ** and ** percent respectively in their discount rates. Beauty and personal care products, however, saw a more modest increase of ** percent. Brands have also adapted their promotional strategies, with over ** percent opting for Prime Exclusive Discounts in 2024, a significant increase from ** percent in the previous year. Coupon codes remained the second most popular promotion format, used by nearly ** percent of brands.

Impact on brands 

Since its launch in July 2015 as an anniversary celebration, Prime Day has evolved into one of the biggest online shopping events worldwide, typically spanning ** consecutive hours. The success of Prime Days extends beyond participating brands. Even those not directly involved in the event benefited from increased traffic and shopping activity, seeing their sales rise by *** percent compared to the previous 30 days.