Prime Day is now a full-blown retail moment. Here’s how to harness the halo effect for gains across all channels…
Amazon might run the headline events, but they don’t own all the upside.
And if your brand sells both on and beyond the marketplace? You’ve got more to gain than ever.
New data from ecommerce platform Visualsoft confirms what multichannel operators have been seeing on the ground for years: the halo effect of the Amazon event lifts sales across the whole of retail – something which smart Amazon brands can turn to their advantage across every channel.
It’s official – Prime Day makes us buy from everywhere
The figures show that this year, sales surged across a wide range of categories and channels during the Prime Day window – with average uplifts hitting +53.8% in top-performing sectors.
And it’s not a one-off – Visualsoft’s data runs across a 10-year period, and shows an average uplift of 45.8% across seven top-performing categories:
- Lighting: +75.3% average uplift
- Sports, outdoors and recreation: +43.7%
- Pet and equine: +42.6%
- Music peripherals (e.g. speakers, headphones): +42.5%
- Lingerie and underwear: +41.6%
- Opticians and eyewear: +39.5%
- Office and stationery supplies: +35.4%
These are clear surges in consumer intent across the board – not just Amazon sales spikes.
What does that mean for Amazon-first brands?
It means your Prime Day plan shouldn’t just stop at Amazon.
Amazon may drive the traffic spike, but brands with multichannel strategies are seeing that traffic convert across their D2C sites, retail partners and even other marketplaces like eBay – so timing campaigns right is crucial.
And why is purchase intent being so widely spread?
It’s because today’s shoppers like to compare – using Amazon to browse and then often checking prices and offers elsewhere before they commit.
That opens the door for you to:
- Launch parallel offers across Amazon and D2C.
- Create bundles, value packs or loyalty perks exclusive to your own site.
- Use retargeting and CRM to capture Prime-driven traffic.
- Extend promos just beyond Amazon’s window to capture late-stage intent.
And it’s not all impulse anymore
This year’s uplifted categories signal a shift, with buyers using Prime Day to buy smarter, not just cheaper – focusing on functional, value-led products like home upgrades, wellness items and pet essentials.
Think practicality and purpose over indulgence and gimmicks.
This mindset shift gives premium, solution-focused brands a real edge, especially if your content and positioning reflect the value you offer across all channels and touchpoints.
The Bottom Line
If you’re an Amazon brand with a wider retail or D2C footprint, Prime Day (and other Amazon events) are now a retail-wide opportunity – so use it!
As we come close to Q4, now’s the time to start building campaigns that go beyond the marketplace and meet shoppers wherever they’re browsing, so you can use Amazon momentum to fuel growth across your entire commercial strategy.
Want help building a multichannel strategy that connects your Amazon performance with the rest of your retail world? Speak to our award-winning team today.