Seemingly half the Internet was consumed this week by stories about buying things, with near-endless coverage of the hottest Amazon Prime Day deals on teeth whiteners, robot vacuums and coffeemakers. But the Prime Day YouTube videos that got the most attention featured a bunch of singers.
Amazon.com published four main videos this month tied to Prime Day, which technically lasted closer to two days (blame it on inflation), and sprinkled roughly 70 of the videos across its many YouTube pages around the planet, according to data compiled by Tubular Labs.
Two of those videos were connected to the Prime Day Show, a concert featuring three Grammy winners, hugely popular young singers Billie Eilish and H.E.R., along with influential veteran rapper/producer Kid Cudi.
Together, the two videos generated 6 million YouTube views, according to Tubular. By contrast, the other two videos – about the sales and tips to shopping more effectively – were barely noticed, combining for just 17,000 views:
- Amazon.com: Prime Day Show x Billie Eilish | H.E.R. | Kid Cudi – Watch Now (3.5 million views)
- Amazon.com: Prime Day Show x Billie Eilish | H.E.R. | Kid Cudi (2.5 million)
- Amazon.com: Prime Day 2021 (14,400)
- Amazon.com: 5 Tips for Shopping Prime Day (3,000)
And though big-box competitors such as Best Buy, Walmart and Target did hold sales of their own, defensive counter-programming designed to pull a few eager shoppers from Amazon’s clutches, they didn’t leverage online video much either, according to Tubular. Target published a Twitter video around online deals in the lead-up to Prime Day, as did Walmart.
TV advertising around the sales extravaganza was relatively muted too, according to data from iSpot, which tracks commercial spend by brands.
Amazon Prime ads around Prime Day have about 1.6 billion TV ad impressions since the start of June, against an estimated national linear TV ad spend of nearly $8.7 million. The spot received the most impressions on Hallmark, History Channel and TBS during that period.
Best Buy, Walmart and Target did not air any competitive TV ads, according to iSpot. Overstock did have a 48-hour home sale ad over the weekend, which grabbed 5.7 million TV ad impressions on HGTV, ION and Lifetime.
Amazon was similarly rather muted in its post-sale accounting of Prime Day numbers, as usual declining to release virtually any hard data.
The company did say that third-party sellers generated more business than did its in-house operations, in what it called “the biggest two-day sales period for third-party sellers in company history.”
The company also said third-party sellers generated $1.9 billion in sales that leveraged a $10 coupon it had given out to many customers before the big day. In all customers bought more than 250 million items worldwide from Amazon.
Adobe Analytics estimated overall online spending during the two days was up 6.1 percent, topping $11 billion and giving online retailers “significant revenue lifts.”
But unlike last year, when Amazon also released data showing that third-party sellers brought in $3.5 billion from Prime Day sales, the company said nothing about any additional data.