The evolution of Amazon’s Prime Day

SEATTLE — Amazon’s Prime Day on July 11 is being billed as an epic day of deals on everything you’re into. Its main objective may be to grow Prime membership, but the message is clear. Amazon’s global reach is allowing it to disrupt every channel from grocery to apparel and everything in between. Starting at 9 p.m. EDT Monday, July 10, Prime members will have access to 30 hours of deals with new items on offer as often as every five minutes.

Now in its third year, Prime Day — originally billed as Black Friday in July — will be available in 13 countries this year, including the United States, the United Kingdom, Spain, Mexico, Japan, Italy, India, Germany, France, China, Canada, Belgium and Austria. It leverages some of Amazon’s core strengths, such as 1-click shopping, personalized recommendations and deal watching, but also some of its newer technological rollouts, such as voice shopping. That’s good news for members with an Amazon Echo, Echo Dot, Echo Show, Amazon Tap, compatible Fire TV or Fire tablet, who will have access to Alexa-exclusive deals.

There are changes to this year’s Prime Day that show Amazon listened to its shoppers’ feedback.

In the past, shoppers have had to wade through thousands of items on sale to find what they are looking for. This year, to remove some of that friction, deals will be organized by more than 20 themes, including pets, gardening, technology and art. Amazon is also encouraging shoppers to use its app, which will not only allow them to preview, track and shop deals and but also set up deal alerts.

That wasn’t the only complaint shoppers had. In its inaugural year, shoppers were underwhelmed by Prime Day deals and took their frustrations to social media, putting Amazon on blast for having an online “garage sale” with items such as shoehorns and Tupperware on sale. Despite the negative reception, it was a success for Amazon with sales reportedly as much as two to three times higher than usual. But retailers — from grocers to department stores — should take note that even when their sales are good they need to make disaffected shoppers happy.

Amazon hopes to make it up to shoppers with “amazing TV deals” — much more exciting than shoehorns and Tupperware and certainly the type of item shoppers expect to see during a Black Friday-type sale event. On offer, and likely to sell out fast, will be the new Element 4K Ultra HD Smart LED TV — Amazon Fire TV Edition.

To drum up excitement for Prime Day, Amazon is already offering the following exclusive promotions and deals:

  • New subscribers get four months of Amazon Music Unlimited for $0.99.
  • Anyone who streams a video included in Prime for the first time on their television on an eligible device gets a $10 credit on Amazon.
  • 40% off a Kindle Unlimited membership.
  • 40% off the first 6 months of Audible.
  • Up to 35% off with onsite coupons on select food and household items in Prime Pantry.

And on Prime Day, Amazon will offer Prime members a sneak peek of “The Grand Tour” ahead of the Season 2 launch later this year.


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