Prime Day broke its own record again. Amazon reported selling more than 250 million items this year, an estimated 21% increase over 2020.

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Kepler analyzed performance dynamics across our clients selling on the platform to share insights beyond the topline numbers. What did we find?

Consumers anticipating big deals held off on making purchases leading up to Prime Day, and ad campaign efficiency dropped accordingly. But when Prime Day rolled around, shoppers became buyers, often opting for more expensive items. This more than made up for the small drop in ROAS (Return on Ad Spend) in days leading to Prime Day. As much as deals drove the day, even advertisers without Prime Day deals benefitted from promotion of the shopping holiday.

Click here for more on these Prime Day takeaways.