SheSpeaks launched research with our members about Amazon Prime Day and Walmart.com's July 15th sale. We wanted to gain a consumer perspective on how effective the sales were. Highlights: Amazon, Walmart July 15th Sales: Research Results: The July 15 sales generated a lot of awareness. The vast majority of women (84%) were aware of at least one of the July 15 sales. The July 15 sales were quite effective at stimulating sales. Of the women who were aware of the sale, about 40% of them say it prompted them to make a purchase (equates to 25% of total respondents). [Note: purchases crossed categories and price points.] The Amazon sale was effective: almost two-thirds (63%) of women who purchased because of the sales made a purchase at Amazon; Next most effective was Walmart, with 21% of women making a purchase because of Walmart's sale. Never too early to think about the holidays! About a third (31%) of those who made a purchase because of a July 15 sale did so for holiday shopping purposes. Over 80% of women say they'll spend as much or more at Amazon in 2015. Target (68%) and Walmart (66%) can also expect sales increase year over year. Best Buy (48%) was the only store with a minority of women saying they'd maintain or increase purchases in 2015. Free shipping is a very compelling offer: 77% of women say free shipping offers are very influential in their decisions to buy. However, price still trumps free shipping: 57% of women cite price as the most important factor when choosing where to shop online, followed by 27% who say free shipping is most important.

1. 1
Online Shopping Insights:
Walmart vs. Amazon Prime Day
July 15 Online Sales Event
July 2015Morgan Buell, Director, Strategic Partnerships
morgan.buell@shespeaks.com

2. 2
Walmart vs. Amazon Prime Day Overview
SheSpeaks. Prime Day Consumer Insights July 2015
• Amazon & Walmart both competed in a mid-July Black Friday on
Wednesday, July 15
• Amazon kicked off its sales event for members of its $99-per-
year Prime service, & rival Walmart introduced major discounts
for online purchases on the same day.
• Walmart positioned itself as “standing up for our customers &
everyone else who sees no rhyme or reason for paying a
premium to save.”
• Walmart also lowered the threshold for free standard shipping
with online purchases
• Neither Amazon nor Walmart released details about prices or
products on sale prior to the event. But both promised huge
discounts, with Walmart hyping up that it will have “some
special atomic deals.”

3. 3
Generating Awareness
• The July 15 sales generated a lot of awareness. The vast majority of women
(84%) were aware of at least one of the July 15 sales.
• Companies were quite effective at stimulating sales. Of the women aware of
the sale, about 40% of them say it prompted them to make a purchase
Yes No
84%
16%
Amazon
Walmart
Target
Best Buy
Not Prompted to Purchase 59%
9%
5%
25%
2%
Overall: Women were prompted to purchase84% of women were aware
of the July 15th sales
SheSpeaks. Prime Day Consumer Insights July 2015

4. 4
Product Category Purchases
• 40% of women aware of the sale made purchases & purchases crossed
categories
Electronics
Beauty / Personal
Apparel
Toys / Games
Books / Music
Home Furnishing
Other
23%
17%
12%
10%
19%
10%
10%
SheSpeaks. Prime Day Consumer Insights July 2015

5. 5
Percentage of Spend Breakdown
Under $50
$50 - $99
$100 - $199
$200 - $499
Over $500
36%
24%
5%
11%
23%
• Product purchases also crossed price points
SheSpeaks. Prime Day Consumer Insights July 2015

6. 6
Price is the Decision Maker
Price
Free Shipping
Product/Brand
Other
56%
27%
3%
12%
• Price trumps free shipping: 57% of women cite price as the most important
factor when choosing where to shop online, followed by 27% who say free
shipping is most important.
SheSpeaks. Prime Day Consumer Insights July 2015

7. 7
Power of Free Shipping
• Free shipping is a very compelling offer: 77% of women say free shipping
offers are very influential in their decisions to buy.
Very Influential
Somewhat Influential
Not Very Influential
Not Influential at All
77%
20%
0%
2%
SheSpeaks. Prime Day Consumer Insights July 2015

8. 8
Additional Online Shopping Insights
• Amazon’s sale was by far the most effective: (63%) of women made a
purchase at Amazon; next most effective was Walmart, with 21% of
women making a purchase
• Amazon Prime is very popular, & Amazon's sale was effective at
attracting new Prime members. Almost half (47%) of women are
currently Amazon Prime members, and 10% of those women signed
up to take advantage of the sale.
• Never too early to think about the holidays! (31%) of those who
made a purchase did so for holiday shopping purposes.
• Of the 4 sites, Amazon is the most likely to increase holiday sales from
2014-2015. Over 80% of women say they'll spend as much or more at
Amazon in 2015
• Target (68%) & Walmart (66%) can also expect sales to stay the
same or increase year over year.
• Best Buy (48%) was the only store with a minority of women saying
they'd maintain or increase purchases in 2015.
Amazon is the most likely
to increase holiday sales
from 2014-2015. Over 80%
of women say they'll
spend as much or more at
Amazon in 2015
SheSpeaks. Prime Day Consumer Insights July 2015

9. 9
SheSpeaks Research & Methodology
Research Methodology:
This survey was fielded online among 2682
SheSpeaks members from July 16 - 19, 2015.
The sample is comprised of U.S. women aged 24
years and older.
SheSpeaks. Prime Day Consumer Insights July 2015

10. 10
Thank You!
Morgan Buell, Director, Strategic Partnerships
morgan.buell@shespeaks.com