Prime Day Kicks off Summer Shopping

Jun 16, 2021
Written by Sandrine Thompson

Curious to know how Prime Day 2021 will impact the affiliate channel? CJ’s got you covered! We’ll be sharing Prime Day 2021 network performance next week, so be on the lookout for our post-Prime Day analysis.

Prime Day 2021 kicks off next week from June 21 -22. This is great news for the affiliate channel as both publishers and advertisers have successfully used Amazon’s 48-hour sales event to spur shopper demand for affiliate brands for the past three years. Prime Day 2020, which was pushed to October after being postponed from its usual July timeframe, increased network revenue 46% YOY over the Prime Day sales period, driven by an increase in both order value and conversions.

This year, analysts expect Prime Day sales to reach $12 billion worldwide and increase 19% YOY. The sales event, which reserves its best pricing for Prime members, has been an important strategy for Amazon to increase sales and usage of its branded products such as Kindle and Echo smart speakers. In response, retail giants like Walmart and Target have launched competing “no membership needed” promotions, and publishers such as RetailMeNot, Buzzfeed, Slickdeals, and Coupon Cabin, have all have launched preemptive events as well as sponsored content, home banners, and newsletters dedicated to promoting deals prior to and throughout Prime Day.

Prime Day has become a disruptive retail event and the affiliate channel contributes to this event in a big way due to publishers’ promotional effort and reach. Affiliate promotions timed to coincide with Prime Day are going to be a lucrative sales period for early back-to-school shopping, items related to summer travel such as clothing and outdoor gear, and product categories that are consistently in high demand like electronics and home goods.


Stay tuned for our full analysis of how Prime Day 2021 affected the CJ network!

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