Amazon.com Inc’s Prime Day is now a major marketing opportunity and shopping event in the annual calendar for other U.S. retail companies, rivaling the Thanksgiving holiday’s Black Friday as a driver of sales.
Walmart Inc, Target Corp and eBay Inc all run their own special promotions to coincide with the annual sale, which this year Amazon has stretched to two days.
Target announced deal days which will run on the same days as Prime Day - July 15 and 16. Walmart offered promotions from July 14th-17th, while eBay announced a July 15 “crash sale.”
“As the awareness of this shopping moment continues to build, we see this as a great opportunity to showcase our competitive advantage on price and inventory,” an eBay spokesperson said.
Amazon’s break-neck pace of growth, which has seen increasing numbers of shoppers ordering online instead of going to brick-and-mortar stores, is pushing other retailers to respond as they seek to remain competitive.
“There is this enormous halo effect to Prime Day,” said Jaysen Gillespie, head of analytics and data science at ads firm Criteo, adding that non-Amazon retailers should experience large increases both in traffic to their websites and in sales.
“The rest of the industry is taking advantage of the free marketing that Jeff Bezos is providing, and they should really send him a thank you card saying, ‘Hey, thanks for the awareness marketing - we’ll take care of the conversion and close the deal now on our websites.’”