Amazon sells more than 100 million products on Prime Day event

Emmett Rice
July 19, 2018

Prime Day is over at the end of July 17, and will have lasted for a full 36 hours. However, as it turns out, Amazon itself may have helped drive bargain shoppers to those competing websites more effectively than any promotion or marketing campaign. To access the discounts customers in Australia could sign up for Amazon's 30-day free trial, and then join Prime for AUD$6.99 a month or save 30 per cent with an annual payment of AUD$59. Such events are big drivers of e-commerce in India that is still largely dependent on discounts.

Rivals including Target (NYSE:TGT) have been preparing competing sales - what have become referred to online as "Anti-Prime" events - in an attempt to keep Amazon from totally dominating on Prime Day.

Last year's Prime Day had begun later in the day, however, with deals starting at 9 p.m. on July 10 and running through July 11.

"Based on our initial analysis and knowing that in the United States more new customers joined Prime on Prime Day 2017 than on any single day in Amazon history, we believe Amazon Prime Day, set to take place on July 16, will be a critical factor in boosting membership numbers in Australia", Starcom's director of audience & measurement solutions, Nicole Conroy, said.

Locally, the best selling Amazon device was the "Echo Dot", whilst internationally, top items included the Fire TV Stick.

A day this big tells the industry a lot about the e-commerce giant's strategy - and what it might have up its sleeve this coming holiday season.

This is the company's fourth Prime Day.

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Without fail, every Black Friday at least one major retailer will experience a website outage due to the influx of shoppers.

Amazon said Prime Day was its best sales day for both Amazon and smart-home devices. "And photos of employees' pups successfully mitigated some of the negative sentiment around the online retailer's site difficulties", says Adobe's director of digital insights, Taylor Schreiner, referring to the landing page Amazon displayed during its Prime Day technical difficulties. That impression may be lasting, and the frustration could prompt some of them to check out competitors' sites during this sale event and on future shopping occasions.

Prime Day's hype also means that consumers are adjusting their shopping habits accordingly.

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In Nikki Baird's eyes, Prime Day has historically been the "worst sidewalk clearance sale ever".

Amazon and Flipkart were on each other's tails by hosting limited period sales on their respective platforms. Apparel, footwear, home goods and CPGs were all heavily discounted. With predictions the company would rack up record sales over the 36-hour run, retail rivals were scrambling to offer competing deals.

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