Rapid Response: Amazon’s Prime Day. Drive brand growth and sales
This LinkedIn newsletter provides exclusive insight into OMD's internal Rapid Response series. This month’s edition covers Amazon’s Prime Day, written by guest authors OMD EMEA 's Parweez M. , with expert insight from Omnicom Commerce 's Konrad Żmuda-Trzebiatowski and Flywheel's Tim Watkinson .
A new summer sales season for brands
Amazon Prime Day, which falls on the 16th and 17th of July this year, is now one of the most anticipated retail events worldwide and has transformed shopping habits.
Prime Day has become a cornerstone of the retail calendar and is expected to generate $13.41 billion in global sales this year, a 6.8% increase from 2023. Marketing departments are increasingly strategizing around Prime Day to maximize brand opportunities.
Shoppers carefully research Prime Day purchases
Leaving little room for impulse buys, Prime members plan to research their purchases carefully before shopping, suggesting that brands may have limited ability to influence decisions at the point of purchase. Last year, 80% of shoppers reported knowing what they planned to buy beforehand.
While general merchandise categories typically dominate total Prime Day dollar spend, CPG categories saw a significant increase in shopper penetration YoY. There is an anticipation of a continued uptick in CPG purchases, with subscribe-and-save promotions being a potential source of growth. Brands hoping to turn the rise in consumer interest in CPG categories into recurring revenues focusing on subscribe-and-save promotions for replenishable items.
This presents an opportunity for brands to reach new audiences with their brand story, engage consumers, and drive value during Prime Day.
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Optimizing Amazon content for Prime Day
Konrad Zmuda-Trzebiatowski, Global eCommerce Strategy Director at Omnicom Commerce – Molecular, shares his top three tips on optimizing Amazon content for Prime Day.
Enhancing Prime Day marketing strategies
Tim Watkinson, Head of Data Strategy and ad tech at Flywheel, shares his top three tips for improving Prime Day marketing strategies.
Amazon Prime's global reach is substantial, with over 200 million members in 23 countries. The allure of next-day free shipping motivates 90% of sign-ups, leading to an average annual spend of $1,400 per member. Shoppers must be Amazon Prime members to access these sales. Amazon Prime Day is an ideal time to boost your brand’s visibility and drive significant sales.
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Helping Media Agencies & Publishers Maximize Audience Engagement. LinkedIn Top Marketing Voice | Six Sigma Yellow Belt Certified
5moGet ready for Prime Day! Expert tips from top agencies on how to boost your brand and sales during this huge shopping event. Thanks for the insights - OMD Worldwide!
Marketing Specialist at Global Travel Xperts | Ex- Publicis Groupe
5moReally informative article! I have been following their promotions and its definitely inspired marketing. However, I am wondering if promoting the Prime Day so much in advance could hamper their overall sales in the time leading up to the day? And does that still prove to be profitable?
Senior Media Manager at Flywheel
5moTim Watkinson love it.