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This year Amazon’ shopping event Prime Day, was positioned as a way to pass on savings to loyal Prime members, offering them exclusive access to deals and new product launches. We know that Prime membership penetration in France is relatively low compared to other markets, so it was interesting to discover how Amazon would handle this.

The objective

Amazon wants to move past core markets such as the UK and the US, to ramp up Prime Day globally. It’s objective? To drive penetration in new markets and regions where it is not as well known, capitalising on the artificial demand for goods created by the shopping event.

In the days leading up to Prime Day,’s homepage was dominated by offers on clothing. The focus was mostly on everyday essentials, as well as on holiday fashion, and jewellery. This is part of an effort to capture more female shoppers, specifically encouraging them to become Prime subscribers. Free 30-day Prime trials are on the rise every year around the Prime Day event and Amazon is showcasing its convenience capabilities to convert these into permanent Prime subscriptions.

Key takeaways: France assessment

  • The site was pushing traffic towards free trial pages for Amazon Prime membership in France, significantly more than in other markets. There was a constant flow of flash sales on banner ads and countdowns to drive the decision for impulse sign up.
  • Overall there were more Premium brands advertising within the electronics and fashion categories, with suppliers paying for brand marketing and visuals, generating traffic to increase spend. There was clear messaging from Amazon around the gifting occasion, to increase spend in these categories and across premium product ranges.
  • Amazon targeted conventional spearfishing missions, with higher priced items, whilst flash sales and lightning deals created demand for impulse purchases.
  • Services focussed on new payment solutions, such as the Amazon Recharge card, to lock in shoppers into paying for products using Amazon services. Another revenue generator for the eRetailer.

Download our Key Takeaways from Prime Day report for more detailed implications:

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