1. UAE Prime Day sales is expected to be twice of last year, mainly triggered by increase in Prime userbase

Happening for the third time in UAE, Prime Day in UAE will seemingly be larger. We expect the growth to be about 100% more than last year’s Prime Day, compared to 43% for other countries. UAE consumers are blessed with high competition and high discounts, 63% of UAE consumers are mainly using Prime membership to get access to the high discounts exclusively available to them on Prime Day.

2. However, UAE Prime Day is still in emerging phase with 140% sales increase from an ordinary day compared to 250% in US

UAE market is nascent compared to other Prime countries because of small Prime userbase, which is 200 Mn worldwide. Out of that, ~70% of the prime userbase comes from US where the Prime Day growth from ordinary day is ~250%. In coming years, we expect that the UAE will follow the growth trajectory witnessed in USA and the Prime Day sales growth will reach up to 250% from ordinary days.

3. Electronics is the leading category during UAE Prime Day; however, its contribution is expected to decline compared to last year

Electronics category will still be the leading category; however, a 10% decline is expected. Other categories are expected to make up for the decline, like Others (toys, pet care, etc.), home, beauty & personal care categories. In 2020, the top performing products were electronics accessories, clothes, and home care items.


  • Sandeep is the Partner of Redseer Strategy Consultants looking at the Middle East and Africa. He has 13+ years of experience in consulting and technology.