Enticing and Exciting Shoppers
This Prime Day has incorporated more celebrity highlights than ever before — from Lady Gaga launching her new make-up brand to Jessica Alba joining the live stream to promote Honest Beauty. Their next step in retail entertainment comes in the form of the Prime Concert with Taylor Swift. Harriet Leach discusses this topic in her ‘Power of Celebrity’ video for Prime Day:
Prime Day Launches is also given high visibility, along with Amazon pushing core categories like beauty, fashion and grocery.
The blending of shopping and entertainment continues with influencer marketing. Amazon is enlisting social media personalities to boost interest in the sales event and traffic to its site. Leading up to Prime Day, Amazon was noticeably recruiting for the Amazon Influencers program, positioning it as an additional revenue stream for content creators (Figure 1). In turn, Amazon understands the power of the peer in influencing purchase decisions.
Figure 1. Instagram Advertising for Amazon Influencers
The retailer also used its existing network of influencers to build Prime Day hype, as seen with Arielle Charnas of Something Navy, whose partnership with Amazon Fashion coincided with the reveal of the date of Prime Day (Figure 2). This emphasis comes at a time when Amazon is investing in new initiatives like The Drop, in which the retailer is designing limited-edition, made-to-order collections with fashion influencers that are available for only 30 hours.
Figure 2. Arielle Charnas Announces Prime Day
Beyond influencer and social media connections, video content has also demonstrated its ability to capture shares of mind and wallet. As Prime Day progresses, we are seeing an increased amount of shoppable livestreaming content, helping to reignite impulse purchases that are generally challenged online. With Prime Day Live, Amazon is tapping into this trend and showcasing a QVC-type of approach where in-studio hosts describe products, while shoppable product pages scroll through next to the screen (Figure 3).
Figure 3. Prime Day Livestream
Source: Retailer website
Ultimately, Amazon is leveraging media to boost frequency of engagement with Prime members, while seamlessly connecting entertainment back to the purchase. To drive growth in mature Prime markets like the U.S., Amazon is relying on digital content to keep members coming back regularly, increasing browsing across its site, and build bigger baskets. For these reasons, expect continued emphasis on these Prime benefits throughout Prime Day and beyond.
Download our Key Takeaways from Prime Day report for more detailed implications:
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. Stay tuned for updates and save the date for our Amazon Workshop Oct. 23 in Seattle.