According to Criteo’s Consumer Sentiment Index, APD awareness levels amongst Singaporeans increased to 42% this year, up from the 34% reported last year.
On the occasion of Amazon Prime Day (APD) sales event from 12 – 13 July, Criteo has shared the latest 2022 APD insights for marketers.
As double day sales events like 6:6, 11:11 and 12:12 continue to gain popularity in the Southeast Asia region, APD is fast becoming an established shopping event as well. According to Criteo’s Consumer Sentiment Index, APD awareness levels amongst Singaporeans increased to 42% this year, up from the 34% reported last year.
In addition, amongst Singaporeans who are aware of APD, more than half reported their intent to shop either on Amazon (53%) or other sites that also run promotions during the same period (65%). This demonstrates the strong halo effect that APD has on shoppers in Singapore and how it is continuing to positively influence the traffic and sales of other retailers during this period.
Looking at the purchase intent across product categories, Criteo say they see an overall increase in planned purchases across all categories, with the greatest increase in Consumer electronics (13-point increase). Home appliances on the other hand, saw a 14-point drop. The top product categories for 2022 include Consumer electronics (41%), Groceries (38%), Apparel, Sportswear, Accessories (36%), Household products (36%) and Sporting goods (36%).
Based on the insights, Criteo recommends that retailers ramp up on promotions and explore new ways of engagement ahead of APD, given that most shoppers already have in mind what they intend to purchase.