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Amazon Prime Day is a shopping event positioned by Amazon as a way to pass on savings to loyal Prime members, giving them exclusive access to deals and new product launches. This year, Amazon has moved past core markets to ramp up Prime Day globally,as it seeks to drive penetration in new markets and regions, capitalising on the artificial demand for goods created by the shopping event.

It is evident that brands have had to invest in new ways to standout amongst all the deals. Leveraging premium Spotlight deals and premium boxes on the landing page, through timed banners or through Subscribe & Save featured deals.

Celebrity and health services were amongst some of the top Prime Day launches In the UK

Prime Day has featured more celebrity endorsement than ever before, with exclusive access to new product range launches, such as Lady Gaga’s make-up brand, Haus Laboratories and the Prime Day Concert on Prime Music, with Taylor Swift headlining. The role of influencer marketing is clearly developing, and Amazon is now using the power of celebrity to drive new traffic to its sites, as it builds out propositions that are more in line with Retail Entertainment. This is a direct challenge to Alibaba’s Singles Day, which featured live, shoppable catwalks last year.

Increasing frequency of shop

Increasing frequency of shop is becoming a central driver for Amazon, as It seeks to onboard more shoppers through more missions and occasions, and become more engrained in regular missions. This can be seen through discounting across more regularly bought categories such as baby and pet foods, and shopping services including Fresh, Pantry and Prime Now.

Key UK retailers are reacting to Prime Day with their own ‘deal days’ and discounting to counter the effect of Prime Day

The anti-Amazon messaging was clear across campaigns from the British high street and online, as retailers rebutted Amazons attacks with their own days of deals.
Some were more consistent with summer time sales, rather than being Prime Day focused, but others were more blatant as Curry’s partnered with Google, selling key Google Home products at discounted prices. eBay too counter attacked the Prime Day phenomenon with messaging on ‘no strings attached’ deals and highlighting big named brands and exclusive on ‘what shoppers really wanted.’

John Lewis has a mass clearance across all categories, as it seeks to clear stock and entice customers in store.


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