A big question for a big retailer…our very own Rob Sellers took to Campaign to check in on Amazon, Prime and Prime Day:
“Amazon Prime encourages shoppers to sign up (for the cost of £79 a year) to get a raft of benefits ranging from faster delivery time, access to Amazon’s content platforms and online storage.
The first Prime Day ran last year as a celebration of Amazon’s 20th birthday, and was so successful that it looks like it will become an annual event.
But does this PR spin mask the dot com giant’s true priorities, namely driving subscriptions and reducing their exposure to stock levels of their own soon-to-be-obsolete tech products?
Retail and marketing experts will be watching Prime Day closely to see if this is a trend towards deep and drastic retail sales events, such as Black Friday, that prey on shoppers’ fear of missing out.
Flash sales and discounting “moments” will be advertised throughout the day, turning price promotions into a form of entertainment. As Amazon is now one of the western world’s biggest retailers, are we supposed to look at this and apply this thinking to our own retail marketing strategies?”
Read more here