July 11 will see the third ever Amazon Prime Day, the special flash sale of the year that will see thousands of products discounted for those members of Prime over a 30 hour period. The first ever Amazon Prime day was held in 2015 to mark the anniversary of the founding of the online retail giant by chief executive Jeff Bezos.
Types Of Deals
Although there have been some deals already leaked, it is hard to say just what will be on offer and when. Last year, there were two different types of deals. Firstly there were Lightning Deals that run for a fixed period of time with a finite number of deals available. Secondly there were Deals of the Day in which items were on sale for the full period of Amazon Prime Day. If this will be the case this year it is not known but Amazon have said that there will be Lightning Deals and that almost 40% of these will come from small businesses and entrepreneurs on the platform.
How Much Does Amazon Sell On Amazon Prime Day?
Year-on-year, the amount sold on Amazon Prime Day has increased, and last year saw the retailer add another 60% of sales on their previous effort, selling over 90,000 televisions, over 200,000 headphones, 14,000 Lenovo laptops and in excess of two million toys and games.
Amazon’s Own Black Friday
The prime motive behind Amazon Prime Day is to expand Amazon Prime membership, although it already has a huge reach in many countries. In the UK, one in five households have an Amazon Prime membership and in the United States, a staggering 85 million people have signed up, up 35% from last year. This year, Bezos has identified the UK as a major target and wants to see more people sign up, especially with UK retailers launching their own one hour delivery services.
Commenting on the rise of Prime membership, Hugh Fletcher, global head of consultancy and innovation at Salmon whose recent survey found that 40% of all ecommerce sales are done through Amazon said: “With companies like Tesco launching their own one-hour delivery service, we’re seeing other retailers looking to halt Amazon’s dominance.
“While many retailers are still struggling with establishing omni-channel strategies, Amazon is taking omni-channel innovations to the next level through its partnerships, delivery options and multiple interfaces, which is what retailers must do if they’re to survive.”
In a statement about Amazon Prime Day, the retailer said:
“Our members love Prime Day, and we have been thrilled by the response over the last two years. It is inspiring us to make it even better this year for Prime members,” said Greg Greeley, vice president of Amazon Prime in the press release. “Every part of our business is working to deliver more deals for a record number of shoppers. This year’s Prime Day is too big for 24 hours — so we’re giving Prime members 30 hours to shop!”