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Amazon Prime Day: A Social Listening Analysis

Social Data, Social Media Analytics, Social Media Listening

Amazon Prime Day: A Social Listening Analysis

With talk of other businesses attempting to rival Prime Day’s sales, and the announcement of Amazon’s new rival service to Best Buy’s geek squad, there was no lack of buzz leading up to Amazon Prime Day this year.

This chatter remained relevant the morning of Prime Day, as much of the conversation on social media still revolved around the news. Most notably, beyond news of competitive sales and services: Amazon’s stock looked to reclaim $1000 on Monday, as Walmart’s stock fell.

Social Media Activity

From July 5th to July 11th, Amazon saw plenty of social media activity surrounding their brand. They were the focus of 900,000+ posts, 1,000,000+ mentions, and 3,000,000+ interactions in those five days leading up to Prime Day. On Prime Day itself, it was the focus of 340,000+ posts, 1,595,000+ interactions, and 384,800+ mentions — a 21% increase in posts, 43% increase in interactions, and 23% increase in mentions from the day before. Total social media activity peaked Prime Day, with over 1,800,000 total posts and interactions in a single day.

activity1 w border
Activity Volume (July 5-11, 2017)

Benefiting from this buzz, Amazon gained over 26,300 new Facebook fans, 26,100+ new Instagram followers, and more than 5,500 new Twitter followers in the five days before Prime Day. On Prime Day, Amazon gained 20,373 Facebook followers, 4,809 Twitter followers, and 1,523 new Instagram followers.

Amazon-Facebook-Page-Likes-Social-ListeningTrend – Total Facebook Page Likes (July 5-11, 2017)

On the 11th, activity peaked at 12am, 3am, 10am, 1 pm, 4pm, and then again at 8 pm.

activity2 w borderActivity Volume (July 11, 2017)

Amazon saw a steep increase in share of voice for conversations on July 10th and 11th.

share-of-voice-amazon-social-listening
Share of Voice: Conversations (July 5-11, 2017)

Engagement

 Amazon saw the highest engagement on content posted by major influencers — namely, Demi Lovato and Delish. Even without directly promoting Prime Day, they were promoting Amazon’s brand ahead of it.

Demi-Levato-Social-Listening

 Delish-Social-Listening

Both Demi Lovato and Delish were directing consumers to Amazon ahead of Prime Day, promoting Amazon specific products and services–and Demi Lovato was also directing consumers to Amazon on Prime Day itself, with the promise of a song release on Amazon Music on the 11th.

Amazon worked to directly promote Prime Day on its social media. Their most engaged post between July 5th and 11th was this post about Alexa, where they gained over 7,800 interactions and 7,100 likes:

amazon-post-social-listening

One of the most engaged posts on Prime Day about Amazon was, again, posted by Delish, and brought in over 30,000 interactions and 6,000 likes.

social-listening-delish-pickle-pops

It wasn’t the owned posts by Amazon that got the most engagement — rather, it was the posts from other businesses that received engagement.

In fact, Tracx’s image analytics revealed that many of the top engaged posts were from brands promoting their heavily discounted products on Amazon. More broadly, posts that saw the most engagement included references to specific products and deals, as opposed to general, generic posts promoting only the day itself.

Despite all the buzz, Amazon’s owned engagement rate going into Prime Day was relatively low, at only 24% overall. For Prime Day, however, that number shot up to 37%.

Conversation Drivers

There was some “Pre-Prime Day” chatter on July 10th, as consumers hurried to get the best early deals before they ran out. The most frequently shared links the day before led to various pre-prime day exclusive deals: specifically, 80% off mesh stainless steel strainers, discounted watercolor pencils, and coupons for certain brands.  

The biggest conversation drivers the day before were: Prime day, Amazon, #giveaway, deals, win, Amazon kindle, Amazon music, iPhone 7, #primeday, earlier prime day sale, Whole Foods, and various deals on jewelry and scarves.

audience-demographics-amazon-social-listening

Activity in the preceding five days was not confined to one network–rather, it split fairly evenly between Twitter (33%), Instagram (29%), and Facebook (26%), followed by Youtube. Skewed female, the audience lay largely within the 25-34 range (49%), followed by 19% in 35-44 range, and then 18% in the 18-24 range.

On Prime Day itself, demographics remained the same. The only difference in activity was  Twitter, which gained more ground at 46% of total network activity.  As of 10 am, 70% of the buzz was concentrated on Twitter, and the most shared links led to deals on Clarisonic devices, kitchen tools, and free amazon gift cards.

The morning of Prime Day, much of the conversation centered around people looking for the best deals (with 93,426 posts including the word ‘deals,’ 23,674 including ‘best,’ and 14,065 including the phrase ‘best deals’).

The Kindle was an early trending conversation driver, with over 3,000 results by 10am on Tuesday. There was a lot of talk about amazon gift cards giveaways (73,154 results containing #giveaway), the xbox one and the instant pot (over 3,000 results)as well as specific Amazon products — mainly, the Amazon echo (11,429 posts) and the Amazon Kindle/Amazon Fire (14,823 posts).

On #PrimeDay, @Amazon gained over 20,000 Facebook followers.Click To Tweet

There was also buzz around lightning deals (14,528 posts) and prime members (6,035 results), and a sizable number of people posting on social media about how many things they were going to be buying that they don’t need (with over 12,000 results including the word ‘need’).

By far the most popular conversation drivers were Prime Day (150,110+ results) and Amazon (299,872+ results).

Conclusions

There are a few important facts clear from watching this day unfold on social media, and from close social listening. First, the key to an event like this is the influencers, as their posts are the ones that attract the most engagement and conversation. Second, tools like “lightning deals” seem to create a sense of immediacy, of a “now or never” mindset, driving sales.

Through social listening, you can see the deals people are most interested in, and view what types of posts work best for your audience, what gets people talking. If you’re actively listening to what people are interested in, you can make a bigger deal out of those items and promote similar products.

Social media played an essential role in the build up to Prime Day, creating buzz a week out. The day of, social media made sharing links and deals easy, making products more accessible to a wider audience. For an e-commerce company like Amazon, social is particularly important in driving business to their site — and certainly aided in making Prime Day the success it was.

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