Amazon Prime Day is a day of shopping delights for consumers, and significant competition for retailers. But just as the day kicked off, Amazon’s site and app crashed nearly immediately, serving up pages of cute dogs to confused customers who anxiously awaited one of the biggest days of the year.
For marketers at competing retailers who had spent time over the past 12 months drafting aggressive promotions that would drive traffic away from Amazon on that very day, the glitch was a dream. The hiccup did drive shoppers to browse other retailers—but turned out to be a minor event for Amazon.
eBay threw major shade at Amazon Prime’s membership fee increase ($99 to $119), taking $25 off orders purchased with the promo code PRIMO119.
Alexa, watch your back...
In terms of sales, Amazon led the way in visitor-to-customer conversion rates compared to an average Tuesday, but they weren’t the only ones. Competing retailers saw gains there as well. Best Buy slid into second place with a 1.6% increase in conversion to customers, followed by Kohl’s (1.5%), Gap (1.4%), and Target 1.4%
Women's Marketing provides expert media, marketing, and e-commerce strategy, including Amazon Services. Contact us today to learn what we can do for your brand.
Source: eMarketer Amazon Prime Day 2018 Unboxed; Alix Partners Amazon Prime Day Consumer Survey; InfoScout Amazon Prime Day: 2018 Recap; Jumpshot 2018