It’s officially Prime Day! For the very first time, the so-called "Black Friday in July" sale will go on for 48 hours this year.
“There has been so much build to this event,” says Edited marketing analyst Kayla Marci. “It’s the first time they’re running a two-day sale and more retailers are getting involved than ever before.”
Let the summer retail wars begin
Amazon isn’t the only retailer cashing in on Prime Day.
“Target and Walmart came forward well before the event announcing their plans to specifically go head to head with Amazon with their own Prime Day offers,” says Marci. “Target is pushing 30-40% off a wide range. Walmart is running their summer savings throughout the whole week, so discounted percentages are really varied across this whole period.”
Retailers are getting more creative this year, launching marketing campaigns such as: “Summer Savings” and “Black Friday in July.” eBay is going head-to-head with Prime Day with its “Crash Sale” — throwing shade after Amazon’s website crashed last year.
“eBay is actually offering discounts on things people actually want,” says Marci. “And then taking a further discount even when the Amazon website does crash!”
Amazon’s competitors have an edge that they hope will secure bragging rights on Wednesday.
“The one thing they all have in common is that they’re opening up these offers to ALL customers, when as we know Amazon Prime is specifically limited for those Amazon Prime customers,” says Marci. “So all customers will have this opportunity to shop sales at these different retailers.”
“If we look at state of play now, we’re in the early hours of Prime and we’re already seeing U.S. retailers discount at an average of 35%. That’s excluding Amazon,” Marci noted. “Last year the average discount taken on Prime Day was at 42.5%. So it will be interesting to monitor how this evolves and differs with this extra day of sale.”