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Amazon Prime Day: How It Was Shopping Super Bowl



Amazon Prime Day returns in the fifth time from Monday at midnight PT, and this year the discount event will run for two full days. Amazon says it will launch new deals as often as every five minutes and encourage its prime members to continue returning to the site.

"No doubt Amazon Prime Day will be another exciting event for Amazon, especially as it has increased its length and it seems to work even harder with vendors to secure deals," said Sucharita Kodali, analyst at Forrester Research.

Amazon's global sales for Prime Day are expected to hit $ 5.8 billion over the two days, Coresight Research estimated. Last year, Amazon generated $ 3.9 billion on Prime Day, according to Coresight. Amazon, which raked in $ 232 billion in sales last year, does not break its revenue on Prime Day.

Amazon ( AMZN ) is facing increased pressure this Prime Day, however. Rival Dealers Like Walmart WMT ) Best Buy ( BBY ) Goal (] ) and EBay ( EBAY ) have had many years of practice to perfect their Prime Day strategies and roll out discounts on their own.

"This will be the most competitive Prime Day ever," said Justin Belgiano, senior executive at Nielsen. More than 250 dealers plan appointments and are ready to capture Prime Days' halo effect.

Step Aside Black Friday & # 39;

Prime Day has become Amazon's annual summer exhibition of power in the shopping world. 1
9659002] Amazon gets to bend its muscles over its competitors and freshen its quarterly sales figures with an event that counts as exclusive to Prime members. But more importantly, Amazon uses the event to hack new members on Prime, a subscription program that over 100 million people around the world consider an indispensable part of their shopping life.

Prime Day helps Amazon pull new members into its $ 119 annual free shipping program and strengthens existing customer relationships with the company's products and businesses, including Whole Foods. This year will mark the second Prime Day with Whole Foods.

"Amazon has not yet reached a saturation point in terms of subscriber growth and will take advantage of this year's Prime Day to add subscribers," says Greg Portell, a leading consulting partner. Firmly AT Kearney's global consumer and retail practices.

Amazon tested its first jubilee day in July 2015 to celebrate the company's 20th anniversary, it designed the day to replicate the black friday for Amazon death, but boasts more offers than the November shopping tradition.

"Go to page Black Friday – Meet Prime Day, "said Amazon in a press release revealing the event.

Amazon registered $ 900 Millions in sales its first year, according to Coresight, Amazon CFO Brian Olsavsky called it "Christmas in July."

The company decided to take it back in a second year with more deals. Coresight's estimate

In 2017, Prime Day got "much more traction, especially internationally," Olsavsky analysts said in October last year.

The company had a record free Prime registration, and the Echo Dot smart speaker was the best-selling product.

Amazon has recently updated its Prime offer. Under increased pressure from traditional dealers such as Walmart, Amazon expanded extended delivery today for over 10 million products to Prime members. This is the first prize day where free one-day shipping will be available to members without a minimum purchase amount.

Deal Days & # 39;

Rival dealers like Target will demand a piece of Americans spending next week.

"Competitors will look to slow down demand and ambush Amazon traffic," Portell said.

Target runs "Deal Days" on Monday and Tuesday. Target said it will offer 40% of some furniture, 30% of some small appliances and cookware and other offerings on toys, sports equipment and linens.

Target appears to compete in part by playing the fact that customers don & # 39; I don't need a membership to score deals. This year's two-day event is an extension: Target held a one-time sale last year, as it called "one of our biggest days of the year for online sales."

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Other companies are trying to get cash next week too .

EBay made a more pointy reference to Amazon in its announcement, needling the company for its periodic website breaches last year on Prime Day. EBay said it will launch a "Crash Sale" on July 15 to include "hot deals on top brands" over 50% off, with free shipping – and "if history repeats itself and Amazon crashes that day," eBay will post for more offers.

"Competitors learn to counter-program," Portell said.


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