DataRank Compiles Info on Amazon Prime Day
IA client DataRank of Fayetteville, which records and analyzes consumer conversations on social media, collected 40,000 comments posted on social media pertaining to the recent Amazon Prime Day.
Very interesting stuff. DataRank found that social media reaction to Prime Day may not have been what Amazon expected.
More below from DataRank:
We collected 40,000 comments published about Amazon Prime Day on social media. Below you see volume hourly heat maps filtered by sentiment for Amazon Prime Day conversation. This includes all conversation mentioning "Amazon Prime Day" and the relevant hashtags people used to discuss the sales.
Positive sentiment peaked quite early in the day, while negative sentiment grew stronger as the day progressed, peaking around midday Pacific Daylight Savings Time.
Looking at the positive comments we can see that people began the day excited to engage with Amazon Prime Day deals. However, disappointment set in as people collectively found that they could not find deals that they liked or expected.
We looked at Amazon's social media accounts and found that they did not engage with the negative conversation published by customers on Twitter. Consumers tweeted that they could not find deals, or missed out soon after trying to check out, and were left disappointed. Lack of engagement with these unhappy consumers allowed negative sentiment to snowball into a Twitter trend resulting in negative publicity for Amazon.
This resulted in an overwhelmingly negative day for Amazon on social media.
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While the overall sentiment felt for Amazon Prime Day was negative, people enjoyed using the popular hashtag to make jokes about unique sale items on Amazon Prime Day. The general mood from the 40,000 comments we collected showed that positive and lively language was more predominantly used in conversation about Amazon Prime Day than negative language.
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The day turned out to be a success for Walmart who captured 14% of the Amazon Prime Day conversation. Most comments mentioning Walmart and Amazon favored Walmart's discounts, and sales items.
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