New-to-Brand Customer Share Rises, but Not as Much as During Prime Day

[Mitu100@]

A big reason why brands are willing to invest heavily in Prime member sales events is the potential to get in front of new customers. The PBDD delivered a bump in new-to-brand customer share, with 65% of Sponsored Brands purchases attributed to new-to-brand customers compared to an average of 61% over the first nine days of October. Amazon DSP new-to-brand purchase share also jumped, rising from an average of 41% in the first nine days of October to 49% during the event.



However, these shares are lower than the hungary telegram screening highs observed over July Prime Day, during which new-to-brand share hit 70% for Sponsored Brands advertisers and 59% for Amazon DSP advertisers.



As such, it does appear that the July Prime Day event is more likely to attract new customers for advertisers, but that advertisers can still expect a bump in new-to-brand share during fall Prime member events.

First Day of Prime Member Events Continues to Dominate Sales Share
Looking at sales attributed to Sponsored Products by day, the first day of PBDD accounted for 57% of sales, with the second day accounting for 43%.