According to a survey, this year’s edition surpassed the mentions of the 2021 date by almost 300%.
Buzzmonitor’s survey of this year’s edition of Amazon Prime Day, conducted last week, tracked the terms Prime Day 2022, PrimeDay, and AmazonPrimeDay. In the period between July 7th and 14th (8 pm) 74,918 posts from 34,187 different users cited Amazon Prime Day, with the peak of mentions of the period being on the first day of the event.
Tuesday (12) concentrated 22.48% of mentions.
The volume of mentions about Prime Day 2022 surpassed the number of posts from 2021 by 295%. According to Buzzmonitor Trends, from June 16 to 23 of last year, the week in which the event took place, there were 18,940 posts.
During the event and post-event period, purchase wishes were fulfilled and users can be seen citing the same items mentioned in the post-event. However, to a lesser extent. 23.01% of users cited buying books and 1.12% reported buying a Kindle.
A new purchase item also appears on the list: Amazon’s virtual assistant: 1.56% of users asked for an Alexa on Prime Day 2022. In total, there were 4,531 publications about the event + the terms “purchased” or “asked” .
Regarding the location of users, the cities of Brasília, Belo Horizonte and Fortaleza were the ones that most mentioned having purchased something on Amazon Prime Day 2022. The analysis concerns Twitter users.
Representativeness
In order to extend the event’s reach beyond its channels, Amazon partnered with influencers, who were responsible for the biggest buzz about Amazon Prime Day on Instagram.
According to Buzzmonitor Trends, from 07/07 to 07/14 the most prominent posts talking about the event were, respectively, a video from Luba TV (with 19k interactions) and a foto de Maju Araujo (with 7.2k interactions). In common, the two content creators are part of minority groups (Luba is an LGBTQIAP+ person and Maju is an international model with Down Syndrome), which brings more representation in the retailer’s campaign.
