Amazon Prime Day 2019 – ‘Christmas in July’ for E-Commerce
Today marks the start of the fifth-annual Amazon Prime Day – a 48-hour marathon of discounts on a wide array of products offered exclusively to Amazon Prime members. Since the first installation of the unofficial holiday in 2015, Amazon has extended the event through products launched exclusively at the start of the sale and $10 to spend on Prime Day for any members who spend $10 at Whole Foods within a certain period beforehand.
2018 Amazon Prime Day sales are estimated to have hit $4.19 billion, increasing nearly 74% in comparison to 2017’s sales of $2.41 billion. With this year’s event scheduled to run for a full 48 hours in comparison to 2018’s lasting for 36 hours, sales are expected to continue to trend upward.
Participating in Amazon Prime Day
For brands utilizing the promotional frenzy, having a successful Amazon Prime Day is far more complicated than discounting a product and crossing their fingers. The first (and arguably most important) key to success is accepting and aligning yourself with the focus on Prime-eligible products. Most shoppers prefer and seek these products out, so shipping inventory to ‘FBA’ (fulfilled by Amazon) locations ahead of time is crucial. Preparing supply chains well ahead of time is necessary for many e-tailers to be successful during this important event. Brands are also encouraged to use Amazon’s discount coupons, a self-serve feature that can be set up by any vendor or seller on Amazon.
However, driving sales isn’t the only way to take advantage of Amazon Prime Day. Many brands use this day as an opportunity to increase awareness about what they have to offer and also test how their audience will receive products they are considering launching. Products that have consumers leaving rave reviews and purchasing backups make them all the more likely to remain popular once the sale is over. Consumers will also be more willing to try new products since a discounted price makes buyers more comfortable because there’s less financial risk attached with the possibility of disliking the product.
As the popularity and overall awareness about this event grows, more and more retailers are stepping up to the plate and offering their own discounts in an attempt to compete. RetailMeNot estimates that in 2019, 250 retailers will take part in the unofficial holiday by offering discounts of their own. This is a significant increase from 2018’s 194 retailers, which can be attributed to the steady incline of consumer engagement and timeline of the event.
Walmart is offering deals for a longer period of time than Amazon Prime Day in an attempt to compete, while Target is echoing the exact dates and placing a heavy emphasis on the fact that there’s no membership required to participate in their biggest summer sale.
It’s clear that whether you are a vendor, Prime member, or regular customer, opportunity is about to pour in from every direction. Gear up and get ready – ‘Christmas in July’ is officially upon us!