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•  Data and market research company Numerator is out with Amazon Prime Day-related projections, saying that "with 53% of US Households as Prime members and two thirds of shoppers planning to shop the sale, Amazon is poised to capture a record-high 20%+ CPG share this Prime Day."

The data suggests that this has historical precedent:  "Day-of CPG share grew from 16.2% on Prime Day 2019 to 18.3% on Prime Day 2020 to 19.1% on Prime Day 2021. While growth has recently slowed (+0.8 points from 2020 to 2021 vs. +2.1 points from 2019 to 2020), day-of CPG share is expected to surpass 20% on Prime Day 2022."

In addition, "Prime Day takes share from both smaller retailers and major retailers’ in-store locations. On Prime Day 2021, smaller retailers collectively saw a -10.5 point CPG share decline vs. the month prior. Walmart saw an in-store decline of -2.1 points, followed by Kroger (-1.4 points) and Costco (-1.2 points). Target.com saw a slight share boost of +0.8 points on Prime Day."

Part of this can be traced to Amazon's success in promoting the event:  "Almost half of Amazon shoppers are aware of Prime Day 2+ weeks in advance. As of June 24, 47% of Amazon shoppers knew the dates of Prime Day 2022, and more than a quarter (28%) said they were informed on the day Prime Day was announced.   Prime Day awareness is significantly higher than Walmart+ Weekend. 33% of Walmart.com shoppers said they were aware of the Walmart+ Weekend sale event as it was taking place."