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“Our content teams must pivot to meet changing consumer behavior”: Future plc announces Prime Day results

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Future plc, the LSE listed publisher (FUTR) with a portfolio of 250 brands and a global audience of 400M, has announced it drove £2.7M in eCommerce sales on Amazon Prime Day (July 12th).

Held as a valuable barometer of the wider success of Amazon Prime Day, Future saw the biggest growth in Health and Personal Care (+90%) and Home & Kitchen (+60% YoY) prompting the publisher to note that the increase in non-discretionary items reflected the backdrop of the cost of living crisis.

Traditionally, Amazon Prime Day has been used to obtain aspirational tech items, and whilst Home Entertainment & Audio saw +25% YoY growth, the increase in the purchase of non-discretionary items led Future’s eCommerce Director, Simon Rawle, to remark, “Our content teams (must) pivot to meet changing consumer behavior and demand”.

The results come on the heels of Future’s latest research looking at consumer shopping trends and expenditure for Black Friday and Christmas 2022 amidst inflation pressures. The research found that four in five have already begun to change their spending in light of the cost of living crisis.

Amazon Prime Day continues to be a tentpole retail event for Future sites and their audiences. In recent years, each of these events have occurred within unique contexts; through Covid-19, lockdowns and now rising inflationary pressure and a cost of living crisis. These unique settings demand that our content teams pivot to meet changing consumer behaviour and demand.

Simon Rawle, eCommerce Director, Future plc

For the technology category, which still took the lion’s share of Future’s Prime Day sales, the top sub-groups included, Computers, Tablets & Components (£742,000) and Home Entertainment and Audio (£583,700). The top products sold by quantity included:

  • Echo Dot (4th generation) | Smart speaker with Alexa 
  • Fire TV Stick 4K with Alexa Voice Remote (includes TV controls)
  • Echo Show 5 | 2nd generation (2021 release) smart display with Alexa and 2 MP camera | Charcoal
  • Cambridge Audio Melomania 1+ True Wireless Earbuds
  • The products that performed best in sales overall were the Samsung 50 Inch QN90A Neo QLED 4K HDR Smart TV (£36,000) and the Sony WH-1000XM4 Noise Cancelling Wireless Headphones at (£33,800).

Home & Garden was the second top performing category with the Shark cordless vacuum the most favored item by consumers with Future selling over £14,000 worth.