In 2016, the platform sold an estimated 636 items per second and delivered a 60% increase in orders globally when compared with Prime Day 2015. With the ever increasing attention on Amazon, including the recent Whole Foods acquisition announcement, we are particularly interested in how customers respond to Prime Day 2017.
For brands that have been treating every day like Prime Day by continually optimizing their listings, driving content and marketing initiatives, and making Amazon a focal point of their digital strategy, the next 48 hours will be exciting. With the anticipated spike in shoppers who are ready to buy, organic positioning across search results will put brands in an ideal position to take advantage of the increase in traffic.
Netrush is focusing on the broader, long-term implications of the event as it solidifies its place on the retail calendar.
Last month, Amazon publicly launched Amazon Spark, a social media platform built into the Amazon mobile app. Spark allows users to share photos in an Instagram-style feed, and tag the products featured in the photos. Clicking on a tagged product will direct the user to the product page, making purchasing simple. Spark asks each new user to identify a handful of interests and shows only posts that will be relevant and interesting. The posts found on Amazon Spark are most commonly lifestyle photos but can include other content like polls and product listing images.
Spark feeds currently consist of Prime users, influencers (who use #sponsored to indicate a paid promotion), and brands promoting their own products. While users have the option to follow other users, feeds are currently based on selected interests rather than friends.
Amazon Pay Places
Amazon announced Pay Places in July, a feature within the Amazon mobile app that allows users to pay in-store or order ahead with their Amazon information. The first business to partner with Amazon Pay Places is TGI Fridays. When available, users will be able to browse the TGI Fridays menu and place an order from their smartphone. More partners are expected to be announced soon.
Pay Places appears to be an extension of Amazon Pay, an e-commerce payment solution, which Amazon is currently recruiting both merchants and Amazon users to join. Amazon claims Amazon Pay helps merchants “build loyalty, maintain close customer relationships and benefit from years of Amazon innovation.” These values will be extended to brick-and-mortar businesses through Pay Places.