Amazon Q2 Retail Sales Stable, Showing Growth in May but Decline in June, According to eDataSource's Amazon Retail Performance Report Covering Q2 2012

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eDataSource releases first monthly Amazon Retail Performance report covering Q2 2012. Report shows Prime members account for 32% of retail sales; Amazon Q2 retail sales stable showing growth in May but decline in June.

eDataSource, a leading provider of competitive intelligence for ecommerce, email marketing and social media, today released the first in a series of monthly reports on the performance of major ecommerce players. This report provides data on Amazon's U.S. retail site during the second quarter of 2012 and is derived from eDataSource's unique ecommerce intelligence service which analyzes online purchase confirmations.

The Amazon Retail Performance Report focuses on details of online consumer sales of this multinational giant. Covering the April-June 2012 time period, it includes eDataSource estimates of Amazon’s ecommerce performance using metrics from recent sales activity. The report provides insights into:

  • How overall sales vary from month-to-month
  • Average order value overall and by sales category
  • The percentage sales breakdown and average unit retail (AUR) by category
  • Which Kindle models are selling the most
  • The percentage of purchases that are sold directly by Amazon compared to third-party sales
  • How the purchasing behavior of Prime members and regular customers differs
  • What shipping methods are utilized and whether there is a difference in order size between methods
  • Shipping preferences of Prime members

The report focuses on U.S. sales only and excludes digital media sales and rental data.

According to eDataSource estimates, May was the strongest month overall in the second quarter of 2012, with higher average order value, number of orders and sales.

While Books were the largest category on the Amazon retail site, Electronics & Computers ran a close second and accounted for the largest percentage of dollar sales according to eDataSource.

Looking at month-to-month growth in terms of dollar value of sales, the Toys, Kids & Baby category saw the largest growth in April, the Apparel, Shoes & Jewelry category saw the largest growth in May, and Office Products saw the largest increase in June.

eDataSource also examined the buying habits of Amazon Prime members. While the average order value between Prime and non-Prime members was nearly identical during the quarter, Prime members averaged twice as many orders and therefore spent twice as much on a per customer basis than non-Prime members. Prime members accounted for an estimated 32 percent of sales on the Amazon retail site.

"Using eDataSource’s innovative methodology of analyzing actual customer email purchase receipts, we’ve been able to uncover some of the finer details and mechanics of this dominant online retailer,” said John Latona, head of eDataSource’s ecommerce intelligence service. “We will release reports on the online performance of a wide variety of other companies in the coming months.”

Parties interested in purchasing the Amazon Performance Report, which is available now, should contact sales(at)edatasource(dot)com. A table of contents, summary and excerpt of the report is available for free download from the eDataSource website.

About eDataSource
Founded in 2003, eDataSource ( is the worldwide leader in competitive intelligence for email, social media and ecommerce activity, based on active monitoring of more than 800,000 consumer inboxes and 9,000 brands. The company provides strategic analytics products and services for online marketers, publishers and their service providers.

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