Your SlideShare is downloading. ×
Amazon Retail Performance        Report        April - June 2012            July 2012
ContentsSummary .............................................................................................................
SummaryAmazon.com, the world’s largest online retailer, has forever changed the face of retailing. Once exclusivelya book ...
MethodologyeDataSource utilizes its proprietary email analytics capability and panel of ~800,000 consumers to provideuniqu...
DisclaimerAll material contained in this report is property of eDataSource, Inc. (“eDataSource”) unless otherwiseindicated...
Amazon Retail Site Market Growth                 1.10                                                                     ...
Amazon Retail Site Performance by CategoryPerformance by Category                              3.6%           Percentage o...
Monthly Performance by Category                                        Percentage of Sales ($)                           P...
Kindle Analysis                                         Percentage of Total Kindle Sales                                  ...
Amazon vs. 3rd PartyPerformance           Percentage of Total Sales Amt $                              Percentage of Unit ...
Percentage of Sales $ and Unit Sold by Amazon          Apparel, Shoes & Jewelry                        Automotive         ...
Monthly Performance            % of Sales $              % of Unit Sold                              Average Unit Retail10...
Prime Membership Analysis                              Comparison of Prime Members and Regular Customers                  ...
Percentage Contribution and Monthly Growth by Prime Member                                             Percentage Contribu...
Shipping Method AnalysisOverview                                            % of Orders by Shipping Methods               ...
Monthly View of Shipping Methods by Prime Membership                                  Percentage of Orders by Shipping Met...
Average Order Value by Shipping Methods                                             April                             May ...
Appendix: Product Category ListCategory                Major Category             Category                   Major Categor...
Appendix: Shipping Category ListShipping Method                                                             Categorystanda...
Upcoming SlideShare
Loading in...5
×

eDataSource Amazon Retail Performance Q212

314

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
314
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "eDataSource Amazon Retail Performance Q212"

  1. 1. Amazon Retail Performance Report April - June 2012 July 2012
  2. 2. ContentsSummary ............................................................................................................................................................ 3Methodology ...................................................................................................................................................... 4About eDataSource ............................................................................................................................................ 4Disclaimer ........................................................................................................................................................... 5Amazon Retail Site Market Growth .................................................................................................................. 6Amazon Retail Site Performance by Category .................................................................................................. 7 - Performance by Category (trailing three months) ................................................................................ 7 - Monthly Performance by Category ....................................................................................................... 8 - Kindle Analysis ....................................................................................................................................... 9Amazon vs. 3rd Party Analysis .......................................................................................................................... 10 - Performance (trailing three months) .................................................................................................. 10 - Monthly Performance ......................................................................................................................... 12Prime Membership Analysis ............................................................................................................................ 13Shipping Methods Analysis.............................................................................................................................. 15 - Overview (trailing three months) ........................................................................................................ 15 - Monthly View by Prime Membership.................................................................................................. 16Appendix 1: Product Category List.................................................................................................................... 18Appendix 2: Shipping Category List .................................................................................................................. 19eDataSource Proprietary & Confidential 2
  3. 3. SummaryAmazon.com, the world’s largest online retailer, has forever changed the face of retailing. Once exclusivelya book seller, Amazon now offers an inventory that ranges from apparel to wireless phones and everythingin between. They have mainstreamed a once niche consumer electronic category — eReaders — with theirincredibly successful line of Kindle products. In the process, Amazon has become one of the top sellers ofdigital media – eBooks, mobile apps, music MP3s and movies – in the worldThis eDataSource report focuses on the nuts and bolts of the online consumer sales of this multinationalgiant. Focusing on the April-June 2012 time period, we’ve estimated performance metrics about Amazon’srecent sales activity, and have sought to answer: - How do overall sales vary from month-to-month? - What is the average order value overall, and by sales category? - What is the % sales breakdown and average unit retail (AUR) by category? - Which Kindle models are the most popular? - What % of purchases are sold directly by Amazon compared to third-party sales? - How does the purchasing behavior between Prime members and regular customers differ? - What shipping methods are utilized and is there a difference of order size between methods? Do Prime members always use free two-day shipping?Please note: this report focuses on U.S. sales only and excludes digital media sales and rental data. For more information on eDataSource’s products and services, including customized eCommerce monitoring reports and data, please contact us at sales@edatasource.com, or via phone at 800-761-6580. Visit our website at www.edatasource.comeDataSource Proprietary & Confidential 3
  4. 4. MethodologyeDataSource utilizes its proprietary email analytics capability and panel of ~800,000 consumers to provideunique insights into consumer purchasing trends by examining online purchase confirmations delivered byemail.eDataSource has conducted detailed analyses of the sales and subscription rates at Amazon.com,Walmart.com, iTunes, Barnes & Noble, Netflix, Staples, Office Depot, Gilt, Ideeli and others usinganonymized data from more than 580,000 online purchase and subscription confirmations over the past sixmonths.This Amazon Sales report is based on the analysis of over 30,000 anonymized Amazon receipts fromeDataSource’s proprietary panel during April-June 2012. This data represents purchases of nearly 50,000items.Important note: digital content sales and rentals (i.e. Kindle Edition books, movies, MP3s, mobile apps)have been excluded from this report. Amazon’s digital content sales and rentals are available separatelyfrom eDataSource.The primary analyses contained in this report include Amazon’s retail (physical goods) web site sales trends,performance by category, Amazon vs. third party sales, prime membership trends and shipping methodtrends. Approximately 85% of products identified were categorized into ten groups based on Amazon’spublished store directory list.eDataSource has defined a prime member as a customer who has made an order with free two-dayshipping.Items sold by Amazon.com, Amazon.com LLC, Amazon Digital Service, Inc. and Amazon Export Sales areconsidered “as sold by Amazon”, other items are “sold by third party.”For shipping method analysis, we’ve limited our analysis to five major categories -- standard, free supersaver, two-day shipping, one-day shipping and expedited shipping. Amazon international shipping andsome special methods such as no-rush delivery and release-date delivery have been excluded.About eDataSourceFounded in 2003, eDataSource (www.edatasource.com) is the worldwide leader in competitive intelligencefor email, social media and ecommerce activity, based on active monitoring of more than 800,000consumer inboxes and 9,000 brands. The company provides strategic analytics products and services foronline marketers, publishers and their service providers.For more information on eDataSource’s products and services, including customized eCommercemonitoring reports and data, please contact us at sales@edatasource.com, or via phone at 800-761-6580.eDataSource Proprietary & Confidential 4
  5. 5. DisclaimerAll material contained in this report is property of eDataSource, Inc. (“eDataSource”) unless otherwiseindicated. This report is proprietary, confidential and provided for the exclusive use of the recipient. Noportion may be directly or indirectly copied, published, reproduced, modified, displayed, sold, transmitted,or redistributed in any medium without the express prior written consent of eDataSource. Anyunauthorized use of the content of this report is strictly prohibited.This report is intended for informational purposes only. eDataSource provides the information and datapresented herein on an “as is,” “as available” basis, without representations or warranties of any kindwhatsoever, expressed or implied. All statements and figures in this report are eDataSource estimates. Theinformation in this report may be incomplete and may not contain all material information relating to thesubject matter of the report. eDataSource does not provide any information or make any representation orwarranty on behalf of the companies that are the subject of this report and this report has not beenauthorized or approved by said companies.This report reflects the results of our research as of the date of this report. Our research results are subjectto change at any time as new or additional data and information is received and analyzed. eDataSourceundertakes no duty to update this report, or to provide supplemental information to any client receivingthis report, absent a specific arrangement to the contrary between eDataSource and individual clients,which arrangement may specify different frequency and depth of analysis and update commitments basedon levels of service and fees selected by clients.This report is provided solely to clients of eDataSource, each of whom assume all risk and liability withregard to any use or application of the data included herein. In no event shall eDataSource or its officers,directors, affiliates, shareholders or employees be liable for any damages that are directly or indirectlyrelated to this report.eDataSource Proprietary & Confidential 5
  6. 6. Amazon Retail Site Market Growth 1.10 $60.00 $49.27 $47.31 $50.00 Average Order Value ($) $46.15 1.05 $40.00 Index 1.00 $30.00 $20.00 0.95 $10.00 0.90 $0.00 April May June Average Order Value Sales Index Orders Index Monthly Monthly Average Sales Index Orders Index Month Growth Growth Order Value April 0.95 -2.8% 0.98 -1.7% $46.15 May 1.05 9.9% 1.01 2.9% $49.27 June 1.00 -5.1% 1.00 -1.2% $47.31Amazon’s saw a considerable jump – nearly 10% -- in sales from April to May. The number of orders andaverage order value rose in tandem over the same period, increasing nearly 3% and 6.8%, respectively.Average order value hit a high of $49.27 in May, up from a quarterly low of $46.15 in April.eDataSource Proprietary & Confidential 6
  7. 7. Amazon Retail Site Performance by CategoryPerformance by Category 3.6% Percentage of Sales ($) by Category 3.7% Apparel, Shoes & Jewelry 2.8% 0.8% Automotive 6.1% 8.8% Books Electronics & Computers 14.6% Grocery, Health & Beauty 8.4% Home, Garden & Tools 8.5% Movies, Music & Games Office Product Sports 42.9% Toys, Kids & Baby * Sales ($) does not include shipping cost, tax or order discount 2.5% Percentage of Units Sold by Category 4.2% 6.3% 0.6% Apparel, Shoes & Jewelry 2.7% Automotive Books Electronics & Computers 10.7% Grocery, Health & Beauty 27.4% Home, Garden & Tools 7.0% Movies, Music & Games Office Product 12.0% Sports Toys, Kids & Baby 26.6% Average Unit Retail Apparel, Shoes & Jewelry Automotive Books Electronics & Computers Grocery, Health & Beauty Home, Garden & Tools Movies, Music & Games Office Product Sports Toys, Kids & Baby $0.00 $10.00 $20.00 $30.00 $40.00 $50.00Nearly 43% of Amazon sales came from Electronics, and AUR in excess of $42 in this category. Incomparison, media categories – Books, Movies, Music and Games -- averaged below $15 per unit. By unitssold, Amazon is still primarily a book seller, with over a quarter of unit sales (27.4%) coming from books.Electronics & computers nearly matched book sales, representing 26.6% of all unit sales for the period.eDataSource Proprietary & Confidential 7
  8. 8. Monthly Performance by Category Percentage of Sales ($) Percentage of Unit Sold Category April May June April May JuneApparel, Shoes & Jewelry 7.6% 10.1% 8.4% 5.5% 7.1% 6.4%Automotive 0.8% 0.8% 0.8% 0.6% 0.5% 0.6%Books 14.7% 14.5% 14.6% 27.2% 27.9% 27.0%Electronics & Computers 44.0% 42.9% 41.7% 27.7% 25.4% 26.6%Grocery, Health & Beauty 8.1% 8.3% 9.0% 11.2% 12.5% 12.4%Home, Garden & Tools 8.6% 7.7% 9.0% 7.4% 6.5% 7.1%Movies, Music & Games 6.1% 6.4% 5.9% 11.1% 11.1% 9.8%Office Product 2.9% 2.5% 3.1% 2.9% 2.5% 2.8%Sports 3.3% 3.7% 4.0% 2.6% 2.6% 2.4%Toys, Kids & Baby 3.9% 3.2% 3.6% 3.8% 3.9% 4.9% *Sales ($) does not include shipping cost, tax or order discount Growth from previous Growth from previous Average Unit Retail Category month (Sales $) month (Unit Sold) April May June April May June April May JuneApparel, Shoes & Jewelry 3.2% 49.3% -22.2% 5.1% 32.3% -9.0% $34.59 $39.03 $33.35Automotive 21.0% 8.7% -12.2% 10.8% -22.0% 39.1% $33.85 $47.15 $29.78Books 26.0% 10.9% -6.3% 25.2% 5.4% -3.5% $13.41 $14.10 $13.70Electronics & Computers 12.3% 9.8% -9.6% 21.8% -5.8% 4.6% $39.49 $46.01 $39.78Grocery, Health & Beauty 6.6% 15.4% 1.0% 16.8% 14.8% -1.2% $18.00 $18.09 $18.49Home, Garden & Tools 14.7% 0.2% 9.4% 14.5% -9.2% 8.7% $28.94 $31.94 $32.15Movies, Music & Games -0.3% 18.0% -14.2% 8.9% 2.7% -12.2% $13.56 $15.58 $15.24Office Product -20.1% -4.7% 15.9% 35.3% -10.6% 9.1% $24.75 $26.40 $28.06Sports -3.1% 25.1% 0.5% 1.7% 1.4% -6.8% $31.84 $39.28 $42.32Toys, Kids & Baby 54.8% -7.7% 2.3% 18.6% 4.7% 26.0% $25.96 $22.88 $18.57 * Sales ($) does not include shipping cost, tax or order discountApparel, Shoes and Jewelry tallied the largest monthly category jump rising nearly 50% from April to May.Sports, Grocery/Health and Beauty and Movies, Music & Games all increased more than 15% over the sameperiod, to lead the exceptionally strong month of May.Apparel, Shoes and Jewelry gave back some of the growth, losing over 22% in the following month (May toJune).eDataSource Proprietary & Confidential 8
  9. 9. Kindle Analysis Percentage of Total Kindle Sales 5.7% 1.5% 5.9% Kindle Fire Kindle Kindle Touch 7.3% Kindle Touch 3G 11.0% Kindle Keyboard 3G Kindle DX 68.5% Percentage of Kindle Units Sold 0.6% 6.2% Kindle Fire 6.2% Kindle Kindle Touch 11.1% Kindle Touch 3G 54.3% Kindle Keyboard 3G 21.6% Kindle DX Units Sold and Sales Percentage of Kindle Products Kindle Kindle Touch Kindle Kindle Fire Kindle Kindle DX Touch 3G Keyboard 3G % of Total Sales 68.5% 11.0% 7.3% 5.9% 5.7% 1.5% % of Unit Sold 54.3% 21.6% 11.1% 6.2% 6.2% 0.6%The Kindle Fire – the single best-selling product on Amazon – netted the most sales of the Kindle productline in both sales dollars (68.5%) and number of units sold (54.3%) for the quarter. The entry-level, lowest-priced Kindle was a distant second tallying 11% of Kindle sales representing 21.6% of all Kindle units sold.The largest, most-expensive unit – the Kindle DX, boasting a 9.7” screen and a $379 price tag – representsless than 2% of product sales.eDataSource Proprietary & Confidential 9
  10. 10. Amazon vs. 3rd PartyPerformance Percentage of Total Sales Amt $ Percentage of Unit Sold 3rd Party 38.8% 45.8% 3rd Party Amazon Amazon 54.2% 61.2% Average Unit Retail Apparel, Shoes & Jewelry Automotive Books Electronics & Computers Grocery, Health & Beauty Home, Garden & Tools Movies, Music & Games Office Product Sports Toys, Kids & Baby $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 $100.00 Amazon 3rd Party *Amazon: Include Amazon Digital Service, Inc., Amazon Export Sales, Inc, Amazon.com and Amazon.com LLC While third party sellers on the Amazon platform comprised the majority of sales for the quarter – both in total sales (54.2%) and, more significantly, in the number of units sold (61.2%) – Amazon’s average unit retail exceeds third parties in 8 of 10 primary shopping categories.eDataSource Proprietary & Confidential 10
  11. 11. Percentage of Sales $ and Unit Sold by Amazon Apparel, Shoes & Jewelry Automotive Books Electronics & Computers Grocery, Health & Beauty Home, Garden & Tools Movies, Music & Games Office Product Sports Toys, Kids & Baby 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% % of Sales ($) % of Unit Sold *Amazon: Include Amazon Digital Service, Inc., Amazon Export Sales, Inc, Amazon.com and Amazon.com LLC * Sales ($) does not include shipping cost, tax or orderdiscountAmazon is the majority seller in the following categories – Automotive, Books, Home & Garden, Sports andMedia (Movies, Music & Games).eDataSource Proprietary & Confidential 11
  12. 12. Monthly Performance % of Sales $ % of Unit Sold Average Unit Retail100.0% $40.00 80.0% 55.7% 54.9% 52.0% 61.7% 61.1% 60.8% $30.00 60.0% $20.00 40.0% $10.00 20.0% 44.3% 45.1% 48.0% 38.3% 38.9% 39.2% $0.00 0.0% April May June April May June April May June AUR by Amazon AUR by 3rd Party Amazon 3rd Party % of Sales $ % of Unit Sold AUR by Amazon AUR by 3rd Party by Amazon by AmazonApril 44.3% 38.3% $28.38 $22.17May 45.1% 38.9% $31.24 $24.26June 48.0% 39.2% $30.78 $21.48 % of Sales $ Sold by Amazon % of Unit Sold by Amazon Category April May June April May JuneApparel, Shoes & Jewelry 49.2% 38.8% 43.6% 36.5% 35.7% 35.6%Automotive 72.5% 90.1% 84.0% 76.8% 79.7% 88.8%Books 62.7% 65.4% 65.2% 59.2% 60.2% 58.6%Electronics & Computers 40.7% 43.3% 46.9% 21.7% 21.2% 21.6%Grocery, Health & Beauty 36.7% 40.7% 38.8% 33.8% 35.4% 39.1%Home, Garden & Tools 71.6% 68.2% 76.0% 66.4% 64.2% 65.0%Movies, Music & Games 53.9% 52.9% 57.6% 44.5% 46.8% 47.7%Office Product 40.9% 49.6% 42.2% 40.5% 47.6% 61.0%Sports 82.5% 70.2% 82.4% 82.3% 76.1% 77.3%Toys, Kids & Baby 49.5% 43.1% 45.0% 38.2% 34.8% 34.4% * Sales ($) does not include shipping cost, tax or order discount Average Unit Retail April May June Category Amazon 3rd Party Amazon 3rd Party Amazon 3rd Party Apparel, Shoes & Jewelry $46.60 $27.68 $42.46 $37.12 $40.84 $29.21 Automotive $31.94 $40.20 $53.32 $22.95 $28.18 $42.44 Books $14.21 $12.25 $15.34 $12.25 $15.24 $11.53 Electronics & Computers $74.12 $29.92 $93.81 $33.13 $86.65 $26.91 Grocery, Health & Beauty $19.54 $17.21 $20.76 $16.62 $18.35 $18.58 Home, Garden & Tools $31.24 $24.40 $33.97 $28.32 $37.60 $22.01 Movies, Music & Games $16.42 $11.27 $17.59 $13.81 $18.40 $12.35 Office Product $24.97 $24.60 $27.54 $25.36 $19.40 $41.61 Sports $31.93 $31.40 $36.27 $48.84 $45.11 $32.78 Toys, Kids & Baby $33.68 $21.20 $28.35 $19.96 $24.29 $15.56 *Amazon: Includes Amazon Digital Service, Inc., Amazon Export Sales, Inc, Amazon.com and Amazon.com LLCeDataSource Proprietary & Confidential 12
  13. 13. Prime Membership Analysis Comparison of Prime Members and Regular Customers April May June Prime Regular Prime Regular Prime Regular Member Customer Member Customer Member CustomerAvg. Order Value $49.23 $44.81 $50.37 $48.76 $47.42 $47.25Avg. Items per Order 1.66 1.56 1.66 1.53 1.60 1.59Avg. # of Orders per Customer 4.02 2.13 4.09 2.15 4.12 2.13Avg. Spent $ per Customer $197.97 $95.39 $205.90 $104.71 $195.52 $100.57 Average Spent $ per Customer Average Order Value$250.00 $60.00$200.00 $50.00 $40.00$150.00 $30.00$100.00 $20.00 $50.00 $10.00 $0.00 $0.00 April May June April May June Prime Member Regular Customer Prime Member Regular Customer Average # of Orders per Customer Average Items per Order5.00 2.004.00 1.503.00 1.002.001.00 0.500.00 0.00 April May June April May June Prime Member Regular Customer Prime Member Regular Customer While prime customer spending and items per order does not significantly eclipse regular customers, the average dollars spent and number of orders are both approximately double that of a non-prime shopper.eDataSource Proprietary & Confidential 13
  14. 14. Percentage Contribution and Monthly Growth by Prime Member Percentage Contribution Growth from previous month April May June April May June % of Prime Member 18.8% 19.8% 19.3% 0.3% 1.0% -0.5% % of Orders by Prime Member 30.4% 31.9% 31.7% -0.9% 1.6% -0.3% % of Total Sales by Prime Member 32.4% 32.6% 31.7% 0.4% 0.2% -0.9% Percentage of Contribution by Prime Member 100.0% 90.0% April May June 80.0% 70.0% 60.0% 50.0% 40.0% 32.4% 32.6% 31.7% 30.4% 31.9% 31.7% 30.0% 18.8% 19.8% 19.3% 20.0% 10.0% 0.0% # of Customers Total Orders Total SalesPrime membership and contribution to sales held relatively steady through the second quarter. Primemembers represent approximately 19% of the Amazon customer base, and are heavy spenders,approaching nearly a third of overall sales.eDataSource Proprietary & Confidential 14
  15. 15. Shipping Method AnalysisOverview % of Orders by Shipping Methods 100.0% 90.0% 80.0% 66.9% 70.0% 60.0% 50.0% 40.0% 30.0% 19.9% 20.0% 9.3% 10.0% 2.0% 1.9% 0.0% Standard Two-day Free Super Saver One-day Expedited Shipping Shipping Shipping Shipping Shipping Average Order Value Average Shipping Cost $140.00 $14.00 $127.59 $11.78 $120.00 $12.00 $11.18 $100.00 $79.72 $10.00 $80.00 $66.98 $8.00 $54.61 $60.00 $6.00 $36.36 $4.25 $40.00 $4.00 $20.00 $2.00 $1.13 $0.00 $0.00 $0.00 Standard Two-day Free Super One-day Expedited Standard Two-day Free Super One-day Expedited Shipping Shipping Saver Shipping Shipping Shipping Shipping Saver Shipping Shipping Shipping Shipping Major Shipping Method % of Orders Average Order Value Average Shipping Cost Standard Shipping 66.9% $36.36 $4.25 Two-day Shipping 19.9% $54.61 $1.13 Free Super Saver Shipping 9.3% $79.72 $0.00 One-day Shipping 2.0% $127.59 $11.78 Expedited Shipping 1.9% $66.98 $11.18 See appendix for shipping categorization detail.Standard shipping significantly exceeds all other options accounting for nearly 67% of all orders. Thecostliest orders travel fastest, and are more expensive to ship. One-day shipping charges account for over9% of the average order value in this category.eDataSource Proprietary & Confidential 15
  16. 16. Monthly View of Shipping Methods by Prime Membership Percentage of Orders by Shipping Method April May June Major Shipping Method Prime Regular Prime Regular Prime Regular Standard Shipping 36.3% 80.0% 36.1% 80.7% 38.4% 81.1% Two-day Shipping 59.2% 1.8% 59.7% 2.3% 57.8% 2.2% Free Super Saver Shipping 0.7% 14.4% 0.2% 13.0% 0.4% 12.6% One-day Shipping 2.9% 1.5% 3.0% 1.5% 2.8% 1.7% Expedited Shipping 1.0% 2.4% 0.9% 2.6% 0.6% 2.4% Percentage of Order by Shipping Methods 100.0% 0.7% 0.2% 0.4% 90.0% 14.4% 13.0% 12.6% 80.0% 1.8% 2.3% 2.2% 70.0% Expedited Shipping 59.2% 59.7% 57.8% 60.0% One-day Shipping 50.0% 81.1% Free Super Saver Shipping 40.0% 80.0% 80.7% 30.0% Two-day Shipping 20.0% 36.3% 36.1% 38.4% Standard Shipping 10.0% 0.0% Prime Regular Prime Regular Prime Regular April May June See appendix for shipping categorization detail.Prime customers overwhelmingly take advantage of their free two-day shipping benefit by selecting this optionnearly 60% of the time compared to only ~2% selection of two day shipping by non-prime customers. Non-primeshoppers use Standard Shipping 80% of the time.eDataSource Proprietary & Confidential 16
  17. 17. Average Order Value by Shipping Methods April May June Major Shipping Methods Prime Regular Prime Regular Prime RegularStandard Shipping $41.16 $35.50 $35.53 $37.38 $33.58 $36.04Two-day Shipping $51.43 $73.59 $53.99 $92.12 $51.31 $85.63Free Super Saver Shipping $87.21 $74.31 $137.63 $82.45 $65.41 $82.60One-day Shipping $78.11 $102.12 $108.80 $192.53 $136.36 $139.40Expedited Shipping $44.07 $86.19 $107.86 $60.51 $70.55 $50.90 Average Order Value by Shipping Methods $250.00 $200.00 Standard Shipping $150.00 Two-day Shipping $100.00 Free Super Saver Shipping $50.00 One-day Shipping Expedited Shipping $0.00 Prime Regular Prime Regular Prime Regular April May June Average Shipping Cost per Order April May June Major Shipping Methods Prime Regular Prime Regular Prime RegularStandard Shipping $3.91 $4.43 $3.45 $4.46 $3.25 $4.33Two-day Shipping $0.00 $13.78 $0.00 $13.60 $0.00 $14.70Free Super Saver Shipping $0.00 $0.00 $0.00 $0.00 $0.00 $0.00One-day Shipping $5.27 $16.28 $6.35 $17.35 $7.82 $15.46Expedited Shipping $11.21 $12.50 $11.75 $11.63 $10.64 $9.30eDataSource Proprietary & Confidential 17
  18. 18. Appendix: Product Category ListCategory Major Category Category Major CategoryApparel Apparel, Shoes & Jewelry DVD Movies, Music & GamesJewelry Apparel, Shoes & Jewelry Audio CD Movies, Music & GamesWatch Apparel, Shoes & Jewelry Video Game Movies, Music & GamesEyewear Apparel, Shoes & Jewelry Blu-ray Movies, Music & GamesShoes Apparel, Shoes & Jewelry VHS Tape Movies, Music & GamesSports Apparel Apparel, Shoes & Jewelry Audio Cassette Movies, Music & GamesPaperback Books Sheet music Movies, Music & GamesHardcover Books MP3 CD Movies, Music & GamesMass Market Paperback Books Electronics Electronics & ComputersSpiral-bound Books Wireless Phone Accessory Electronics & ComputersPerfect Paperback Books Personal Computers Electronics & ComputersUnknown Binding Books Accessory Electronics & ComputersBoard book Books CD-ROM Electronics & ComputersPamphlet Books Camera Electronics & ComputersMagazine Books Software Electronics & ComputersLibrary Binding Books DVD-ROM Electronics & ComputersComic Books Computer Game Electronics & ComputersHardcover-spiral Books Unlocked Phone Electronics & ComputersKitchen Home, Garden & Tools Toy Toys, Kids & BabyHome Improvement Home, Garden & Tools Baby Product Toys, Kids & BabyPatio Home, Garden & Tools Game Toys, Kids & BabyHardware Home, Garden & Tools Health and Beauty Grocery, Health & BeautyHousewares Home, Garden & Tools Grocery Grocery, Health & BeautyOffice Product Office Product Automotive AutomotiveSports Sports Reference: http://www.amazon.com/gp/site-directory/ref=sa_menu_fullstoreeDataSource Proprietary & Confidential 18
  19. 19. Appendix: Shipping Category ListShipping Method Categorystandard shipping Standardstandard Standardexpedited shipping Expedited shippingexpedited Expedited shippingtwo-day shipping Two-day shippingfree super saver shipping Free super saver shippingone-day shipping One-day shippingexpedited international shipping Not IncludedAmazonglobal priority shipping Not IncludedSaturday delivery Not Includedno-rush delivery Not Includedpriority shipping Not Includedlocal express delivery Not Includedpriority international courier Not Includedrelease-date delivery Not IncludedAmazonglobal expedited shipping Not Includedstandard delivery: carrier will contact you for scheduling an appointment Not Includedscheduled delivery Not Includedstandard international shipping Not IncludedeDataSource Proprietary & Confidential 19

×