2022 Amazon Prime Day Success... Korean Companies Achieve Global Sales Growth and Brand Building Results

Amorepacific, Ohora, COSRX, and Other Korean Companies Achieve Global Sales Growth and Brand Building Through Active Participation

Amazon's annual shopping event, the 2022 Amazon Prime Day, held over two days on July 12 and 13, concluded successfully, delivering record-breaking results for sellers worldwide. Most of the Amazon sellers are small and medium-sized enterprises (SMEs), which achieved remarkable performance, surpassing the sales growth rate of Amazon's retail business.

During this year's Prime Day, global Prime members purchased over 300 million items, setting a record with more than 100,000 items sold per minute. The top-selling categories included Amazon devices, electronics, and household goods, reflecting the latest shopping trends among consumers worldwide.

Notably, domestic sellers of various sizes, including SMEs, actively participated in the Prime Day event, showcasing outstanding domestic products across diverse categories to global consumers, achieving meaningful results.

Cosmetic brand COSRX, which participated in Prime Day aiming to attract new customers, saw increasing traffic year after year. Park Myo-sim, team leader of Amazon Lab at COSRX, stated, “Through Prime Day, our pimple patch product ranked first in its subcategory and ninth overall in beauty, achieving approximately 15 times our usual daily sales during the event. We plan to focus heavily on customer feedback to convert the new customers gained into loyal brand customers who repurchase existing products and buy new ones.”

The natural functional cosmetic brand Myeonyeo Gongjang demonstrated the strength of K-beauty in the Amazon Japan market. Participating in Prime Day for the third time, Myeonyeo Gongjang achieved sales during the two days that were 45 times the monthly average and accounted for 40% of its total sales this year. Choi Jin-ho, head of the Magic Production Division at Myeonyeo Gongjang, said, “We have successfully utilized brand awareness strategies by actively participating in various deal promotions with high brand exposure and presenting attractive content. The growing customer anticipation for Prime Day each year is positive, and we plan to solidify our position on Amazon by expanding our product lineup and participating in diverse promotions.”

In addition to beauty products, sellers participating for the first time this year in categories such as apparel, health supplements, and lighting also showed remarkable results.

CEO Noh Jong-hyun of Mungcle Co., Ltd., a domestic lighting design and manufacturing company, achieved more than triple sales with over 900% traffic compared to average through their first participation in this year’s Prime Day. He said, “We joined this event to introduce our brand to U.S. consumers and increase product sales. To offer more customers a brand experience, we included popular products such as the Linear Wood Pendant and PINO Swing Arm Table Lamp in the event lineup.” He added that Prime Day served as a great stepping stone for brand growth ahead of new product launches like wall lamps, category expansions including curtains and runners, and the launch of Jogakbo design products on Amazon Europe.

Moi Molrn, the infant and children’s brand of comprehensive fashion company Hansae MK, celebrated its first Prime Day just three months after entering Amazon. Participating to increase brand awareness as a new seller, they achieved a 500% increase in daily sales compared to usual on the first day. Kim Ji-young, head of the Moi Molrn business division at Hansae MK, said, “With support from the Amazon Global Selling team, we smoothly completed our first Prime Day and plan to accelerate sales growth in the second half of the year with expanded styles and quantities based on this successful result.”

Vital Beauty, Amorepacific’s inner beauty brand selling health functional foods, saw daily sales increase more than sixfold compared to the monthly average in just one day during the two-day Prime Day event. Kim Dong-hwi and Choi Ji-hee from Amorepacific Healthcare GTM team stated that they participated in Prime Day aiming to increase sales and build brand awareness in the U.S. market. They added, “Exclusive Prime discounts and advertising both inside and outside Amazon attracted strong interest from U.S. Amazon customers, resulting not only in high sales volume but also significant increases in brand and product recognition.”

Ohora, a rapidly growing brand in the global market with gel-type nail products, also participated in Prime Day for the first time this year. A representative from Ohora’s global business team said, “We recorded about six times our usual daily sales, achieving the biggest sales success. From the participation process to inventory securing, logistics, advertising operations, and influencer marketing linkage, the full support from the Amazon Global Selling team was very helpful.” Ohora plans to expand its business to more global markets through Amazon’s network and infrastructure.

Meanwhile, to assist domestic sellers in preparing for Prime Day, Amazon Global Selling Korea collaborated with the Amazon advertising team to hold the ‘2022 Amazon Prime Day Advertising Summit’ ahead of the event. Conducted online over two days, the summit provided solutions to common advertising operation issues faced by sellers and introduced more efficient advertising strategies and solutions. Additionally, sessions covering global Prime Day trends, consumer insights, and expertise from various fields were offered to help sellers realize their growth potential in the global market.