Prime Big Deal Days is ... well, a big deal! Introduced in 2022, the second Prime Day of the year is young but mighty. And for its third iteration, Recom delivered big for its partnered brands. That’s an especially good feeling coming off a similarly successful Prime Day 2024 in July.

Altogether, Recom charted an 18% increase in revenue over its already-excellent results in 2023. Just one day of the two-day sale amounted to a 168% sales increase from the previous week. That’s not bad considering the hurricanes that battered the Southeast U.S., which slowed digital traffic 6% according to Salesforce. Our hearts go out to the millions, including many of Recom’s own, who were affected by the natural disasters.

As always, the picture becomes clearer with additional detail. Just look at some of the numbers achieved for individual brands — names are anonymized to preserve confidentiality, but the results are very much real.

• Brand 1: 4.2x revenue from the same days the previous week.

• Brand 2: 2.1x revenue from the previous year.

• Brand 3: 3.5x revenue from the same days the previous week.

• Brand 4: 3.2x revenue from last year.

• Brand 5: 6.4x revenue from the same day the previous week.

But let’s zoom in even further with a full case study of one partner. A premium brand known for quality and beloved by its consumers, it started Prime Big Deal Days on strong footing. Recom took that firm position and reinforced it with steel, delivering 80% year-over-year growth across the total catalog. The figure was nearly doubled for promoted products at 142% year-over-year growth.

A key part of any tentpole retail event is a coherent promotions strategy. And in that respect, Recom delivered for our partner brand in a major way. Thanks to the Recom team’s foresight and planning, the brand landed Deal Page placement for multiple products. And that added up to some big numbers. Just look at the revenue our deals and promotions raked in:

• 4 Top Deals generating $175K in revenue

• 25 Prime Exclusive Discounts generating $40K in revenue

• 26 Strikethrough Discounts generating $61K in revenue

The upshot: Recom solid two weeks’ worth of inventory in just two days! It’s those kinds of results that demonstrate the potential power of Amazon Prime Big Deal Days, and that’s just the beginning. With the third Prime Big Deals Day in the bag, analysts are starting to understand its effect on the broader holiday retail season.

Suffice it to say that brands’ approach to Prime Big Deal Days should be carefully considered within the context of a broader holiday retail strategy. In many ways, it’s moved the beginning of the holiday shopping season nearly two months earlier from Black Friday, and that’s a major opportunity for enterprising brands.

According to consumer research firm Facteus, Prime Big Deal Days brings in consumers looking to settle their holiday shopping early, often leading to high sales numbers in common gift categories like toys, apparel, electronics and home gadgets.

In keeping with that more proactive consumer profile, those shoppers are typically more practical and strategic, favoring essential home items like “kitchenware, linens, disposable toiletries, and other lower-ticket home-related items” over luxuries. They likewise are often more careful shoppers, planning out purchases and comparing prices with an eye toward the next retail spending events in late November.

With ecommerce platforms like Walmart and Target joining the retail frenzy by introducing their own sales, the impact of the October tentpole event could only grow over time. According to Facteus, this could result in a longer shopping season with more specialized product sets to differentiate each tentpole event. Additionally, we could see more niche sales “entering the picture earlier in the holiday season, providing more variety and options for reduced prices and, in turn, benefiting more consumers looking for not-so-mainstream products.” And that represents a big opportunity for the kind of brands that partner with Recom.

“[This could mean] revenue-boosting opportunities for smaller retailers, independent brands, and entrepreneurs who can piggyback on Big Deal Days’ popularity to offer their own discounts at a time when bargain-focused shoppers are ready to spend,” Facteus reports.

And that’s exactly what Recom’s experts do every single day: win revenue-boosting opportunities for partnered brands. If you’re curious about what Recom can do for you, contact us today.