Amazon Prime Day is drawing more visitors and purchases, according to the latest data from Hitwise. Over the two day event this year, the number of visits to Amazon reached nearly 300m (292.6m) across the US, UK and Australia. This is up 2.7% from Amazon Prime Day 2018.

Notably, the number of transactions on Amazon from US consumers exceeded 20m for the first time, up 18.0% from last year. Australia saw the largest growth, up 50.4% to 167.6k. The UK also saw strong growth, up 24.6% to 8.6m.

Overall, more than one-tenth (10.5%) of American visits to Amazon led to a successful purchase. This was slightly lower in the UK, at 9.0%. Quicker growth in visits than transactions meant the conversion rate in Australia fell 0.9 percentage points between 2018 and 2019.

Marketers have taken notice, in part due to the platform's role as a product search engine and its strong brand value.