Already the owner of Prime Day, Amazon dominates Black Friday & Cyber Monday mentions
Study finds Amazon's lead in Black Friday and Cyber Monday digital content mentions increased over last year.
In addition to being the exclusive owner of Prime Day, Amazon also has a stranglehold on Black Friday and Cyber Monday when it comes to brand association.
According to Amobee, an analytics company that measures digital content engagement across more than 600,000 sites, Amazon was the retailer most associated with Black Friday and Cyber Monday — mentioned in 36 percent of all Black Friday digital content, and a whopping 55 percent of all Cyber Monday content.
Amobee says Amazon’s ownership of these two shopping days has grown since last year, when it took 31 percent of Black Friday brand-association references and 45 percent of Cyber Monday references.
Following Amazon for both days were Target and Walmart. It’s not until you get to the No. 4 brand most associated with each day that the list of retailers differs from Black Friday to Cyber Monday — with Best Buy at No. 4 on Black Friday and eBay at No. 4 on Cyber Monday.
Retailer brands most associated with Black Friday
Amobee clarified that this chart represents an index, which is why Amazon scored 100 as the retailer with the highest-volume digital content engagement.
Amobee notes that the category of electronics is a primary focus of Cyber Monday, with 29 percent of digital content engagement mentioning TVs, 19 percent mentioning phones, 14 percent mentioning laptops and 11 percent mentioning tablets. (These percentages are lower when looking at Black Friday electronics references.)
“Forty-one percent of all Walmart digital content engagement that was Cyber Monday-related also mentioned Xbox One, with 34 percent of all Walmart digital content engagement that was Cyber Monday-related mentioning Playstation 4,” says Amobee.
Retailer brands most associated with Cyber Monday
“With online holiday shopping expected to pass in-store purchases for the first time in 2017, Amazon is even better positioned to remain top of mind with consumers looking for season[al] bargains,” says Amobee’s principal brand analyst, Jonathan Cohen.
To track digital content engagement, Amobee uses its proprietary Brand Intelligence platform. Brand association for Black Friday and Cyber Monday was determined by measuring references to specific retailers alongside the terms “Black Friday” and “Cyber Monday” across mobile, video, web and social content.
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