AI analytics platform HypeAuditor has released new data revealing the social media push of Amazon Australia leading up to this year’s annual Prime Day shopping bonanza.
In the past six months, Amazon Australia was mentioned in a total of 632 social media posts on Instagram with half (311) of the posts being from influencers, and close to a third (174) of the posts being sponsored.
The top trending hashtags in the past six months were: #AmazonAustralia included in 189 Instagram posts, #ad appeared in 142 posts (22%), #gifted was mentioned in 72 posts on Instagram, #sponsored and #primelife were in 56 and 48 posts respectively.
In comparison to the UK, where Amazon has a much more established presence, there were a total of 3989 mentions of Amazon UK and only 160 (4%) of them included the hashtag #ad during that same time period.
According to HypeAuditor’s report, the total number of posts mentioning Amazon Australia reached over 1.5 million people across Australia.
The report indicates:
- There were a total of 632 social media posts on Instagram about Amazon Australia between January and July.
- Half (311) of the posts mentioning Amazon Australia were by influencers, and close to a third (174) of the posts were sponsored.
- The top trending hashtags in the past six months were #AmazonAustralia (30%), #ad (22%), #gifted (11%), #sponsored (9%) and #primelife (7.6%).
- Beauty (25.4%), family(16.4%) and lifestyle (15%) were the top 3 categories influencers were posting about in relation to Amazon Australia.
- According to HypeAuditor’s data, the tech giant targeted primarily micro influencers (44.3%) with between 10,000 and 50,000 followers in their influencer marketing effort followed by mid-tier influencers (34.4%) with 50,000 to 500,000 followers.
- The audience was predominantly female-skewed with 68.5% aged mostly between 18-34 years old.
- 65.6% of the posts were from humans and 34.4% were from brands.
Amazon Australia is still not gaining the traction it was predicted to when it first launched in Australia. According to a survey by Finder, Australia ranked second last out of 10 countries for Prime Day shoppers with only 15% saying they would make purchases, which is well below the global average of 29%.
Alexander Frolov, CEO and co-founder of HypeAuditor said: “While Amazon Australia still has a long way to go in order to be considered a serious threat to Aussie retailers, merchants cannot ignore the effort the tech giant is putting in year after year to make their annual sales event a nationwide success."
Currently Australian retailers are facing inflation, supply chain issues, and a looming economic downturn, all of which are poised to make business harder for merchants."
"But they cannot afford to put their marketing efforts on the back burner, because now is the time to double down on customer engagement to maximise profitability for the tough years ahead, and keep competitors like Amazon at bay," says Frolov.
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