Why Amazon Prime Day Wasn’t a Complete Marketing Fail
It was just like Christmas morning. Millions of eager Prime members awoke before dawn (or just stayed up all night) and began browsing Amazon for the best savings on earth.
These deal lovers quickly became angered upon realizing that Flintstone Vitamins and videotape rewinders were at the top of the list and, even worse, a pair of coveted dog nail clippers rang in at only 47% off. This mob of consumers took to twitter to express their anger, using #PrimeDay to alert the world of this e-commerce disappointment.
While many Amazon Prime Day shoppers were frustrated by seemingly meaningless deals on Pop-Tarts and pencil sharpeners, there’s one fact we’ve ignored: Amazon’s sales rose. High. So high, in fact, that they topped last year’s Black Friday sales.
On what normal day would an e-commerce site be able to sell 28,000 sets of Rubbermaid Tupperware? According to Greg Greely, VP of Amazon Prime, Prime Day saw 35,000 Lord of the Rings Blu-Ray sets sold. We think Frodo is a great guy, but 35,000?
After a Kate Spade purse sold out in less than one minute and 1,200 TVs were swept off the virtual shelves in ten, many of Amazon’s own products quickly sold out. Sales for the Kindle, the Amazon Fire TV stick, and the Fire HD7 tablet all skyrocketed.
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In addition to the stream of sales that Amazon was actually garnering, the strength of the #PrimeDay hashtag on Amazon helped the e-commerce behemoth reach their additional goal: to garner interest in being a Prime member.
Everyone was talking about Prime Day (they still are) and this buzz made non-users want in on the action. Amazon’s social mentions reached 200,000 yesterday, and although only about half of them were positive, Prime Day was actually quite strategic. Instead of fighting against thousands of other e-commerce brands for sales during the holiday season, Amazon launched a major sale in July, when e-commerce sales are generally lower. And by promoting the event in advance, Amazon built anticipation for Prime Day and solidified a strong number of Prime Day fans before the event even happened.
While it makes sense for Amazon to try to repeat these successes with Prime Day 2016, we’re hoping they trade in the toilet paper and leaf blowers for something a little more valuable.