As Amazon gears up for Prime Day, other big players have been preparing for the event, offering sales and discounts of their own. The ripple effect Amazon has on the e-commerce industry is significant, and Amazon’s self-made holiday is no exception. Let’s take a look at how Prime Day is shaping the decisions of major competitors across the US.
In an effort to keep up with Amazon, Walmart has made some serious investments in e-commerce recently, including redesigning their e-commerce platform and purchasing a major stake in Indian E-commerce leader Flipkart. To compete with Prime Day, Walmart is currently running a handful of Summer Clearance sales, with offerings including TVs, video games, furniture, and electronics.
In what appears to be a direct jab at Amazon, eBay has launched a campaign with the tagline “$119 Deals. No Membership Required.” Amazon recently increased the cost of a Prime membership to $119, which has raised a fair amount of discussion and controversy regarding the value of the service. The deals offered by eBay are certainly attractive, too, offering products such as the Fitbit Blaze for 32% less than Amazon.
Each Prime Day, Amazon heavily promotes their line of hardware products, including Echo, Fire, and Kindle devices. As a direct competitor of Amazon’s hardware business, Google has been preparing for Prime Day by offering Google devices at various discounts, both on their own website and with third-party retailers. For example, Google Home is on sale for $99 on Google’s webstore, and Target is selling discounted Google Wifi kits. Additionally, Google Express is offering customers 25% off their entire store when they use the promo code “EXTRA25.”
Is “Black Friday in July” a euphemism for Prime Day? Macy’s is offering 25% off many items on their website, now through July 15.
The influence of Amazon on the retail industry is enormous and shows no sign of slowing down. As competitors pull together their resources in order not to be drowned out, it becomes increasingly clear that Prime Day is a big deal. Sales are expected to break $3.4 billion this year, and the cost of promotions has increased 50%. We’ve outlined our stance on how brands should be preparing for Amazon’s annual sales event in A Closer Look at Amazon Prime Day 2018.
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