"In spite of ongoing cost of living pressures impacting household budgets, it’s not expected that Amazon Prime Day will feel the force of reduced consumer spending. Our research shows 84% of consumers expect to spend more or the same amount shopping on the marketplace, and only 16% of consumers are planning to reduce their spend. This bodes well for local brands participating in Prime Day, as it is expected there will be strong consumer participation and opportunity for sales," said Pattern Australia general manager Merline McGregor.

To assist local brands in planning their Prime Day activities, the shopping categories Australian consumers indicated they would most likely consider purchasing on Amazon are:

• Fifty-eight would consider buying home and kitchen products
• Fifty-seven percent would consider buying electronics and computer equipment
• Fifty-five percent would consider buying books or e-books
• Forty-seven percent would consider buying sports, fitness and outdoor products
• Forty-four percent would consider buying toys, kids and baby products
• Forty-four percent would consider buying luggage and travel gear
• Thirty-seven percent would consider buying skin care and makeup.

“The popularity of these product categories across the Amazon Australia marketplace can (in part) be linked to the fact that there are a large and growing number of sellers within these categories, leading to wider ranges of products for consumers to choose from and competitive pricing,” McGregor explained.

While shoppers participating in Prime Day sales will be eager for bargains, high value goods will also attract interest due to Amazon’s shopper demographic. High income earners are most likely to shop on Amazon compared with any other online marketplace – 36% of Amazon shoppers are high income earners, versus 21% for marketplaces overall.

Australian businesses have significant opportunities for brand exposure and growth through Prime Day, with 30% of consumers stating they are open to buying from new brands on Amazon if they can’t find the brand they are looking for. This also presents a risk for brands not present on Amazon or participating in Prime Day, who may lose customers if they aren’t providing consumers the products they are looking for on the platform, at the right time.

Importantly for brands considering listing on Amazon, consumers are becoming increasingly loyal to shopping on the marketplace, with 91% of shoppers indicating they had purchased multiple times from Amazon over the last 12 months, up from 82% in the previous year. Research also indicates those purchasing at least monthly had doubled in the past twelve months, and Prime deliveries are up 60% over the past year.    

“Prime membership is growing strongly in Australia. As Prime members rise, so too will the number of shoppers taking part in Prime Day and businesses looking to sell on the Amazon marketplace. Brands should proactively and strategically prepare for Prime Day by aligning their offerings with key categories for the opportunity to attract the most attention," concluded McGregor.

Download the full Australian Marketplace Consumer Trends  Report – 2023 report here.

About Pattern
Pattern is the category leader in global e-commerce and marketplace acceleration. Since 2013, Pattern has profitably grown to more than 1,100 employees operating from 22 global locations – including Melbourne, Sydney and the Gold Coast - to help leading brands achieve accelerated growth on D2C websites and global marketplaces. As well as being one of the largest Amazon sellers in the world, we are also present on Tmall, JD.com, eBay and other marketplaces. We act as the authorised Amazon seller to more than 200 brands globally, buying their stock to sell on the marketplace and taking care of every aspect of their Amazon presence. For more information, visit www.pattern.com/au