Amazon officially announced July 15-16 as the dates for this year’s Prime Day event. Here is what you can expect.
In a recent survey run in collaboration with Profitero, we found that more Prime members expect to shop Amazon on Prime Day than last year (Figure 1). Of those who plan to shop, more than half intend to spend more than what they did last year.
Figure 1. Prime Day Shopping Intentions
For Amazon, we expect the event to be a lever to drive more engagement across its Prime membership by showcasing the many available platforms, with a special focus on its media offering.
In addition, we expect to see:
- More experiential and community events to create a greater connection with shoppers through omnichannel
- Bigger “wows” in terms of deep discounts to create more value for and enthusiasm among current members, especially as Prime member growth has slowed
- Extended consumables and grocery deals
- Gamified promotions and livestreams to re-engage shoppers
- Influencer partnerships to build awareness and reach
With the announcement coming a week earlier than last year, Amazon is giving its competition more time to prepare for Prime Day and plan how to use Prime Day traffic to derive their own promotional offers, both in store and online.
To analyze the Prime Day effect and its role in your future promotional planning, our entire analyst team will be covering how Prime Day unfolds across the retail landscape.
For more information, please contact:
Meaghan Werle, Principal Analyst
Rachel Dalton, Director, eCommerce/Omnichannel
Alice Fournier, Vice President, eCommerce and Digital Insights