Amazon Global Selling Korea announced that on July 11, the first day of ‘Prime Day 2023,’ the biggest shopping event of the year on Amazon, the world’s largest shopping platform, it recorded the highest sales ever.
During the two-day Prime Day event, Amazon Prime members worldwide purchased approximately 375 million products through millions of discount deals, receiving a total discount worth $2.5 billion (approximately 3.165 trillion KRW).
For sellers on Amazon, this Prime Day delivered the best results in the history of Prime Day events, and various domestic brands within the K-category not only showed impressive sales growth during this Prime Day period but also expanded into more marketplaces.
Shin Hwa-sook, CEO of Amazon Global Selling Korea, stated, “Many domestic sellers who have just entered the global market through Amazon used Prime Day as a stepping stone to achieve sales growth and increased brand awareness. Well-known K-brands are also expanding their influence to more overseas countries through this event. Amazon Global Selling Korea will continue to actively support the global business expansion of both new and existing sellers with customized strategies.”
The makeup brand dasique, a new entrant on Amazon, participated in this Prime Day aiming to secure traffic and improve brand awareness. It achieved a 3300% growth compared to average daily sales and a ROAS (Return on Advertising Spend) during the two days of Prime Day that was more than three times higher than the same period the week before Prime Day. Seo Ju-hee, head of dasique’s overseas business division, said, “Focusing on key products from the launch and discovering high-efficiency keywords and long-tail keywords seem to have led to good sales results.” She added, “Insights gained from previously participating in the Amazon Advertising Summit were also very helpful, and we plan to apply the same strategy for this year’s Black Friday and Cyber Monday events.”
LG Household & Health Care participated directly in the Prime Day event on the Amazon US marketplace for the first time, and despite this being their initial participation, sales during the event period grew 11 times compared to the average daily sales of the previous quarter. This year, LG Household & Health Care opened a brand store within the US marketplace and actively expanded touchpoints with Amazon customers in North America by increasing exposure through Amazon PPC advertising and POST functions. A representative from LG Household & Health Care said, “We believe that utilizing various Amazon branding tools, continuously accumulating customer data, and securing good reviews and ratings contributed to the sales growth during Prime Day.”
AsiaBNC, a K-beauty brand export specialist company responsible for distributing the color cosmetics brand rom&nd, participated in its third Prime Day in Japan and its first Prime Day in the European and Singapore marketplaces. Hwang Jong-seo, CEO of AsiaBNC, stated, “As the Amazon platform grows, our brand is growing together. During the Prime Day period, we achieved an average growth of 60% compared to the previous year, and this year, sales were 11 times higher than on regular weekdays, with daily sales growing 68% compared to the same day last year.” Regarding the strategy behind these excellent results, he explained, “To increase external traffic during the event period, we collaborated with local influencers and strategically allocated marketing expenses according to the lead-in and lead-out periods of the event to drive internal Amazon traffic. Additionally, we retarget loyal customers who directly searched for our brand for about 90 days to prevent them from switching to other brands.”
Coway, an environmental home appliance specialist aggressively expanding its market from Europe to Australia, participated in the Australian Prime Day for the second time this year. By participating in both the Amazon Early Prime Deal and Prime Day Top Deal promotions, Coway was able to increase sales by approximately 279% compared to last year’s Prime Day in the relatively new Australian market, further boosting sales volume. Kim Ji-eun, manager at Coway, said, “Without the close support of the Amazon Global Selling Korea team, we would not have been able to successfully utilize this deal. The manager coordinated to ensure timely arrival of inventory and helped fix issues with price listings,” she added.
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