Online retailing giant Amazon is one of the retail industry's fastest growing social media brands, according to the latest Retail Social Media Benchmark results from eDigitalResearch.
Amazon climb to the benchmark's top spot, thanks in part to their recent Prime Day sales event, having gained over 1.2 million new followers on their Twitter account since the last wave back in March.
The one day sales event, likened to Black Friday saw an estimated 398 items sold per second. During the lead up to the event held on July 15, Amazon actively promoted the sales extravaganza with television spots and on social media.
Amazon has continually improved their social media strategy having gained over five million new Facebook followers since eDigitalResearch first started benchmarking social media in the retail market back in 2010.
The online giant combines a mixture of trend focused and visual messaging in order to engage with social audiences.
Amazon has a large social media following yet still manage to attract a large numbers of followers, wave on wave, suggesting that some of the largest brands could be doing more.
"Social media usage is now paramount for retail brands who need to ensure they are reaching out and proactively engaging with their audience,” Kat Hounsell, sales and marketing director at eDigitalResearch.
“The popularity of social media platforms for brands continues to grow at a substantial rate, reaching more consumers than ever before — customers are living out their brand experiences on social media,” said Hounsell.