Insights

$6 Billion, Redemption, and a Week-Long Credit Card Party: 5 Reasons Prime Day Still Matters

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Five years in, Amazon Prime Day is still going, growing, and changing. How much and how significantly? We’ll find out in 3 days. Until then, here are 5 reasons we’re still writing about Prime Day.

1. Coachella meets Black Friday: Introducing Prime Day concerts

Much like Alibaba’s Singles Day, Amazon hosted a Prime Day concert July 10 exclusively for Prime members on Prime Video. The lineup included Taylor Swift, Dua Lipa, SZA and Becky G, signaling a shift in focus on a younger, millennial audience, and creating a party-like kickoff. 


2. Billion dollar day

How much will people spend on Prime Day? Projections say $6 billion. Last year’s 36-hour event reported $4.19 billion, with this year’s biggest driver being 48-hours of extended shopping time. If you’ve paid any attention to the marketing, the hype might produce some incredible results for the retail giant. 


3. Primed for redemption

Last year, Amazon’s platform crashed at the height of the Prime Day kickoff. Remember all those dogs? Even with this collapse, both daily average sessions and daily average sales were 1.5 times higher compared to the week leading up to Prime Day, according to Netrush data. Imagine what those metrics could have been if the platform was working as expected. This is Amazon’s year to prove to customers they can support and serve tens of millions of users. 


4. New year, new hours, new customers

This year, Prime Day is more like Prime Week. It’s clear that Amazon is investing in ways to maximize every second of Prime Day. Early Prime Day deals have already begun, hours have been extended from 36 to 48 hours, and special discounts on Amazon programs and services, including Whole Foods, Amazon Music, and Audible. Deals are the draw, and new customers the goal.


5. Subscribe and spend

Everything in the Amazon universe is on sale from subscriptions to branded products. The Amazon Fire TV Stick, Echo, Audible, Unlimited Music, Rings, Kindle Unlimited, and even Whole Foods all have special deals for Prime Day. These offerings are all possible with a Prime membership, and help project value to customers who subscribe, which Amazon hopes will turn into more items in the cart, and their biggest day on record.