Amazon UK Cuts Prices of Own Devices by 38% to Dominate Electronics Sales on Prime Day

Amazon’s own-brand devices dominated the list of best-selling electronics products on Amazon.co.uk following its deep Prime Day price cutting last week.

Profitero analysis shows that on Prime Day, Amazon UK discounted the prices of its own best-selling electronics devices by an average of 38%.  Subsequently, Amazon’s share of the top 10 best-selling products in the category rose 80% on Prime Day from its June average, and its share in the top 100 rose 122%.

Amazon’s price-slashing was driven by a significant promotion on its flagship product, the Echo, which was reduced from £149.99 to £79.99 for Prime members. This price cut resulted in the Echo leaping to the top of Amazon UK’s electronics best-sellers list, having previously ranked 10th in June.

Profitero director of strategy & insight for EMEA Andrew Pearl explains: “The analysis shows just how sensitive sales are to price changes.  Among the top 100 electronics products, the four Amazon devices with the largest Prime Day discounts experienced the greatest impact on their sales ranking, each rising 33 places on average.”

He continues: “The six best-selling electronics products on both Amazon UK and Amazon US were Alexa-powered devices.  The success of these electronics products mirrors the results across other categories for Amazon on Prime Day, with the etailer claiming 60% growth against the same promotion in 2016.  This was driven by an increase in the number of Prime members shopping and the largest surge in new Prime members than on any other day in Amazon’s history.  Beating this in 2018 will be a tall order, but the work has already begun.”

Amazon-owned devices among the top 10 electronics products on Amazon UK, Prime Day 2017

 

Rank, Prime Day 2017

Rank, June 2017

Product

Price, Prime Day

Price, June 2017 (avg)

Discount

1

10

Amazon Echo, Black

£79.99

£149.99

-47%

2

2

Amazon Echo Dot (2nd Generation), Black

£34.99

£48.66

-28%

3

1

All-New Fire TV Stick with Alexa Voice Remote, Streaming Media Player

£29.99

£39.99

-25%

4

37

Amazon Echo, White

£79.99

£149.99

-47%

5

8

Amazon Echo Dot (2nd Generation), White

£34.99

£48.66

-28%

6

31

All-New Fire HD 8 Tablet with Alexa, 8″ HD Display, 16 GB, Black*

£49.99

£79.99

-38%

7

9

Kindle Paperwhite E-reader, 6″ High-Res Display (300 ppi) w Built-in Light, Wi-Fi (Black)*

£79.99

£105.32

-24%

8

26

All-New Fire 7 Tablet with Alexa, 7″ Display, 8 GB, Black*

£29.99

£49.99

-40%

10

80

All-New Fire 7 Tablet with Alexa, 7″ Display, 8 GB, Marine Blue*

£29.99

£49.99

-40%

£449.91

£722.58

-38%

Note: * includes special offer. Average discount figure is unweighted
Source: Profitero, July 2017

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