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Leaked internal data shows Amazon's Black Friday revenue jumped from a year earlier, crushing the broader industry which suffered declines

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  • Internal data shared among Amazon managers showed strong revenue gain on Black Friday vs. last year.
  • Amazon’s growth comes amid an overall drop in online spending this year.
  • 2021 is particularly challenging because the pandemic caused such a big e-commerce spike last year.

Amazon’s revenue on Black Friday jumped, according to internal data that shows the e-commerce giant easily outpacing the rest of the industry. 

The company disclosed few meaningful numbers on Monday when it announced Black Friday through Cyber Monday results. But internally, Amazon shared more on its performance during the all-important post-Thanksgiving shopping period.

The numbers, reported to some of its managers and obtained by Insider, show Amazon revenue rose more than 10% on Black Friday versus a year earlier. That was despite a broad decline in online spending across the rest of the e-commerce industry.

Here’s some of the data:

On Black Friday:

  • 4.36% better than last year on units sold
  • 10.68% better than last year on revenue 

On Cyber Monday:

  • 7.5% YoY increase in orders
  • 81.3 million units were sold — an average of 56,000 orders a minute
  • 145,000 of the Revlon One Step hair dryers sold on Monday alone — 100 a minute
  • Shipped 56.5 million units from “all of customer fulfillment”

An Amazon spokesperson didn’t respond to a request for comment.

The growth highlights Amazon’s resilience in a year with tough e-commerce comparisons. In 2020, e-commerce boomed as shoppers stayed home in the pandemic and bought more online. This year, more consumers ventured out to physical stores. Supply chain disruptions and discounting have also taken a toll in 2021. 

The overall e-commerce spending on both Black Friday and Cyber Monday dropped from the previous year, according to Adobe Analytics. Shoppers spent $10.7 billion on Cyber Monday, down 1.4% from last year, and $8.9 billion on Black Friday, a 1.3% year-over-year decline, Adobe said.

During the weekend from Thanksgiving Day through Cyber Monday, total online spend was also down 1.4% year-over-year to $33.9 billion, Adobe data showed.

Part of Amazon’s growth may have been due to its low prices, as Insider previously reported. In a recent survey by e-commerce analytics firm Profitero, Amazon was the lowest-priced retailer across all categories except one, offering 14% cheaper prices on average than competitors. 

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