HOW WILL AMAZON DEEPEN THEIR RELATIONSHIP WITH THE 100 MILLION WORLDWIDE PRIME MEMBERS?
After much anticipation, Prime Day 2018 has come and gone. Kantar Consulting experts brought you highlights and implications from online and in store (we’re looking at you, Whole Foods) as well as what we saw from the competition.
During the 36 hour event, we outlined:
- Private labels and exclusives
- In-person engagement
- Rewards for active Prime members
- Appeals to target underpenetrated demographics
Amazon Prime Day: The Merging of Online and Offline Ecosystems
Puppies and Private Label: The First 24 Hours of Amazon Prime Day
Unboxing Prime Day: Amazon Broadens Their Approach in 2018
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What do we expect to see?
Move over Black Friday and Cyber Monday. Amazon’s Prime Day has solidified its place on the retail calendar along with those more traditional holiday stalwarts. Now positioned as “an epic day (and a half),” the fourth iteration of the Prime-exclusive, global shopping event begins on July 16 at noon PT/3 p.m. ET and will continue for 36 hours, its longest duration yet. Originally designed as a recruitment tactic for Amazon’s loyalty program, Prime Day has evolved into a way for the retailer to further embed itself into its members’ routines. Deepening its relationship with those 100 million Prime members worldwide is of utmost importance to the retailer as the program scales. And in the U.S., reinforcing Prime’s value will be especially important since Amazon increased the annual Prime membership fee to USD119 in May.
Building on last year's Prime Day momentum — in which 9% of shoppers made a purchase — Amazon will again use the occasion to boost conversion during an otherwise quiet quarter for retail. Consistent with previous Prime Days, the retailer will generate anticipation with media and countdown deals, while using the occasion itself to encourage trial and adoption of its latest initiatives.