New research from global marketplace management business, Pattern, has predicted that Amazon's six day long Prime Day event will experience significant growth in Australia for 2024, projecting a 33% increase in traffic compared to 2023.

The annual sale event, which will for the first time run for six days in Australia (Tuesday, July 16 to Sunday, July 21), is expected to see strong sales growth according to Pattern Australia's data.

Amazon Prime subscribers in Australia are approximately 4.5 million, with Prime Day sales growing 103% year-on-year for the brands Pattern Australia represents on the platform in 2023. These brands also saw a 62% increase in traffic compared to the previous Prime Day event. In 2023, Pattern reported that 61% of the event's sales came through on day one for the brands they represent on the platform.

"Prime Day has cemented itself as a major sales event in the Australian retail calendar. A surge in Amazon memberships, along with last year’s impressive Prime Day results, indicates that Prime Day 2024 will be bigger than ever, presenting local brands with opportunities to grow sales and connect with new customers,” said Managing Director of Pattern Australia, Merline McGregor.

The uptake of Amazon Prime memberships in Australia has seen a significant surge, increasing from 31% in 2021 to 45% in 2024. Consumer research highlights key product categories capturing shopper interest for Prime Day 2024, including Home & Kitchen products, Electronics & Computer, Books & eBooks, Clothing, Shoes & Accessories, and Sports, Fitness & Outdoor Products.

"Strong levels of subscriber growth highlight the value Australian consumers find in Amazon Prime, especially in a time when Australian consumers are becoming increasingly strategic with their spending, and eagerly awaiting major sales events like Prime Day to make their purchases,” McGregor said.

Pattern’s research shows that 39% of people who discover a new product on Amazon often visit the brand's direct-to-consumer (DTC) website for further information about the brand. Consumers are 19% more likely to purchase a similar product from an unfamiliar brand on Amazon rather than searching for the desired brand or item on another platform.

"The ability of brands to capture the attention of shoppers on Amazon underscores the platform’s influence in reaching a wider customer-base, and the importance of leveraging popular sales events like Prime Day. Moreover, the significant traffic driven to DTC websites from Amazon demonstrates the importance of a cohesive online presence. Brands need to leverage both marketplaces and their own websites to create a seamless shopping experience and build stronger customer relationships," McGregor said.