3 Ways Amazon Will Up Its Prime Day Strategy This Year

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By: Digiday

Last year, Amazon shoppers tweeted their disappointment over the much-hyped deals for Prime Day, the retailer’s first self-made shopping holiday. Amazon’s day of discounts, meant to rival Black Friday and Cyber Monday, was called a “mish mosh of crap,” a “garage sale” and “trash.”

Still, Amazon Prime Day is back, with more deals, on July 12.

“Amazon is notoriously tight-lipped, but they’re also extraordinarily disciplined in stopping things that don’t work,” said Stefan Weitz, chief product and strategy officer at e-commerce platform Radial, formerly eBay Enterprise. “If it wasn’t working, they wouldn’t do it again.”

Despite social media critics, Amazon’s first Prime Day did grow Prime memberships, get buzz during a quiet summer period and clear out inventory. Amazon said that during the first Prime Day, 34.4 million items were ordered, or 398 items per second, with total sales between $375 and $400 million for the day, according to MKM analysts. Amazon said that Amazon Prime memberships increased in 2015 by 51 percent to 54 million members.

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