Prime Day typically features large discounts on Amazon devices to help lock shoppers into the Amazon eco-system. The special prices tempt shoppers into buying Amazon products that they then become reliant on.
July 16th was the best day ever for Fire TV devices and Kindle e-readers on Amazon globally. It was also the biggest event ever for Echo devices with screens, Echo Show and Echo Spot.
The event was also a large success for smart home device sales, with over a million products sold. Amazon’s recent home security acquisition Ring had its biggest day ever on Amazon, with the Ring Video doorbell selling out.
This year Prime Day was extended from the usual one day to a day and a half, with members enjoying access to the deals 12 hours earlier. Jeff Wilke, CEO Worldwide Consumer at Amazon, said “Prime Day offers us a unique opportunity to thank Prime members with our best deals. Extending Prime Day to a day and a half this year allowed us to further reward members with unbeatable deals, access to exclusive new products and unforgettable experiences that highlight the many benefits of a Prime membership”.
Encouraging Prime memberships
Amazon uses Prime Day deals as a way to encourage new Prime memberships. The deals are exclusive to Prime members, so if a shopper wants to access large savings on Prime Day, they must subscribe to the service.
Amazon Prime is a subscription service that gives the shopper access to a number of benefits. Prime members get free two-day shipping and same-day delivery on a number of items, as well as access to the Prime Now rapid-delivery service, Prime Video, Prime Music, Prime Reading, Twitch Prime and Prime Photos. Prime members can also get deep discounts on select popular products at Whole Foods Market plus an additional 10 percent off hundreds of sale items.
Prime recruitment was a large success this year, with Amazon welcoming more new Prime members on July 16th than any previous day in Amazon history. Furthermore, a record number of Prime members shopped across 17 countries. For the first time, members in Australia, Singapore, the Netherlands, and Luxembourg participated in the event.
An omnichannel Prime Day
For the first time, US Prime members celebrated Prime Day with a week of savings at Whole Foods Market.
Customers that spent $10 in store received $10 to spend with Amazon on Prime Day. Amazon Prime Rewards Visa card members also received double the rewards and 10% cash back in Whole Foods Market stores.
Amazon stated that members ‘saved millions of dollars at Whole Foods Market with Prime Day deals’.
These significant incentives help to demonstrate the value of Prime membership for Whole Foods Market’s customers.