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The Unlikely Amazon Prime Winners: $CHWY $ROKU

June 25, 2021

The Unlikely Amazon Prime Winners: $CHWY $ROKU

Amazon Prime Day may be the Most Brilliant “Holiday” ever invented.

It is estimated that Amazon generated more than $10 billion in Prime Day event sales in 2020…its highest amount previously recorded.


Adobe estimated that total online retail sales in the United States during Prime Day surpassed $11 billion, +6.1% vs. overall transactions in 2020.

But what does LikeFolio data reveal?

Initial data suggests a subdued consumer reaction to Amazon Prime Day 2021.


You can see overall AMZN demand was -22% lower vs. 2020's Prime Day event. This comparative weakness was palpable across the board, and may be partially attributable to the normalization of this annual event. However, you can also see one company bucked the overall trend: $CHWY Chewy Purchase Intent increased +11% YoY. And the top promotion? Autoship.  This means the company is welcoming more consumers into its ecosytem, and growing its pot of recurring revenue.  But Chewy wasn't the only name flexing...let's shift to product sales. Amazon has already tipped its hand, announcing its Fire TV Stick 4K was the most popular Amazon device during the Prime Day event.  And LikeFolio data suggests Roku device sales were even stronger.

These devices were heavily discounted on Amazon’s marketplace and benefitted tremendously from third-party sales at other retailers (like Walmart).

  • Roku Purchase Intent Mentions were +27% higher in the 2021 Prime Day event vs. 2020.
  • From a volume perspective, Roku devices dominated FireTV demand mentions…. And Amazon already told us its FireTV brand (including sticks and smart TVs) was extremely popular with consumers.

Bottom line: Roku and Chewy have serious consumer-driven momentum. We'll be watching for opportunities.

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