More visitors took part in Amazon's Prime Day event this year
More visitors took part in Amazon’s Prime Day event this year

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Six extra hours helped Amazon to lift its Prime Day traffic by 5%, but its hourly rates fell by 12.6% when compared to the same time last year, according to new analysis.

While Prime Day 2018 launched for 36 hours at 3pm on Monday July 16 in comparison to the 9pm start of a 30 hour Prime Day 2017 event, this year’s Monday sale traffic was up at 15% on the same day last year due to the extra six hours of sale, according to data from SimilarWeb. The full sale day, Tuesday July 17 2018, saw less digital footfall than July 18, 2017.

Overall, Prime Day traffic was 54% above the baseline average Monday/Tuesday traffic, with more than 180m visits paid during the event. This is 5%…