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Amazon Echo Dominates Electronics Ahead of Black Friday

November 13, 2017
Jorge Castrejon
Written By
Jorge Castrejon

China’s Singles’ Day sales may be four times bigger than Black Friday and Cyber Monday combined, but the race to win holiday sales online has began to intensify with retailers Walmart and Amazon unveiling their Black Friday deals.

With one out of every six dollars (the equivalent of $19.7 billion) expected to be spent online between Thanksgiving and Cyber Monday, we took a sneak peek into which brands and products are currently leading the charge in one of the hottest holiday categories – Electronics.

Amazon devices account for 9 of the top 10 best selling electronics products

Analysis of the 100 best-selling products on for the week ending November 7 2017 shows that Amazon-owned devices dominate the category, with 42 Amazon products appearing in the top 100 Best Sellers rank. Amazon devices equally outperform on, accounting for almost a third of the best-selling items in the electronics category.

Within the top 10 electronics best sellers on, Amazon devices represent nine out of the top 10 products in the category – with the Echo accounting for four of the best sellers. The All-new Echo started shipping at the beginning of this month, accounting for 509 customer reviews by November 7 – a number that is expected to grow as more units are shipped.

Expect deepest price cuts in $26-$100 price range

Our analysis from Black Friday 2016 reveals that Amazon’s deepest price cuts were on products in the $26 to $100 price range, with Amazon’s average price point falling into this sweet spot: $93.10. This Black Friday we expect to see Amazon heavily discount products such as the All-New Echo and All-New Fire TV, with Amazon already promoting the All-new Echo with its ‘Buy 3 and save $50’ promotion.

Are you ready?

Adobe predicts that the best Black Friday deals will be on televisions (23.7%), tablets (23.6%), and appliances (17.7%), and warned some products will likely be out of stock before they see major discounts. Therefore, staying in stock is a big deal.

To maximize sales between Thanksgiving and Cyber Monday, carefully monitor online performance and be prepared to prevent issues before they happen or at the very least respond to issues very quickly when they do happen. Having a real-time understanding of your out-of-stocks will be crucial.

Click here to download The eCommerce Holiday Survival Guide: How to Plan for Near-Perfect Execution and Avoid Last Minute Disaster.

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