More And More Retailers Are Piggybacking On Amazon’s Prime Day Buzz

It’s that time of year again, and shoppers will be scouring Amazon for big deals today and tomorrow. That’s right, Prime Day is back … but this year, it’s not just Amazon that’s getting in on the action.

A little background

Prime Day has long been a source of new Amazon Prime subscriptions, since paying members receive access to deals unavailable to the general public. Nearly a decade ago, the first such event was just a one-day sale marketed at the time as even bigger than Black Friday.

Since then, it has expanded to multiple days and sales in both the summer and fall. But these days there’s significantly less public enthusiasm than there was in those early days.

Consumer Intelligence Research Partners co-founder Michael Levin chalked the waning interest up to the fact that Prime Day “used to be bigger” and consumers have gotten “a little more acclimated to it.”

But Amazon’s many competitors are clearly taking notes and launching their own mid-summer sales in hopes of capitalizing on the remaining fanfare.

Bargains galore

Walmart, which has been offering its own July deals to compete with Prime Day for years, continued its tradition this year. So did many others, including Target Circle Week, TikTok Shop’s Deals for You Days, and a weeklong promotion from Temu beginning on Thursday that promises discounts of up to 90%.

But Amazon is still the king of summertime discounts, and it’s going all in to promote the consumer holiday it invented in 2015. A new ad campaign features rapper Megan Thee Stallion reciting lyrics extolling the benefits of Prime Day, and deals will be heavily promoted across the site.

For the third year in a row, though, researchers say Amazon’s share of online sales during the 48-hour Prime Day promotion is expected to decline.

Chris Agee July 16th, 2024

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