Now . . . on to Amazon’s Prime Day.
As you likely saw, Amazon announced to Prime Members on July 3rd that its 2018 Prime Day would start at 3 PM on July 16th, and run through July 17th. They deployed a series of high-volume campaigns, most with the subject line, “Prime Day is coming on July 16. Woohoo!” The largest such U.S. campaign went to 54 million customers. The campaign to India had an audience of over 200 million. Similar campaigns deployed to proportionally large audiences in other countries. By Amazon standards, read rates have not (yet) been uniformly strong (10-25%), but their reach is still extensive, considering the audience sizes.
As in past years, it’s clear that the Prime Day event has actually already begun, long before the official start-date. We’ve now also seen numerous smaller mailings, with “Prime Day” offers — all effective immediately — on specific categories; e.g., Kindle, Echo, music, magazines and books.
For the most part, other sellers have not yet asserted themselves regarding Prime Day, but we see two interesting exceptions:
- PepsiCo deployed an email on July 3rd to one million of its subscribers (“Don’t miss PepsiCo deals on Prime Day”), promoting sale of its many brands — on Amazon.com! We’ve not seen a coordinated cross-brand Prime Day promotion before, but I suspect we’ll see more.
- Ashley Furniture deployed a campaign on July 5th, (“Extended savings & PRIME DEALS (no membership required)”), to an audience of 44,000. Numerous competitive brands have historically used this approach, but this was the first of the type we’ve seen this year.
Our ongoing Prime Day coverage will continue shortly after Prime Day itself, with our “Prime Day– First Look,” a topline report on campaign activity and engagement. Several days later, we will publish our “Full Prime Day Recap,” analyzing send volume and read rates by day, best performers, year-over-year Amazon business lift, and related competitive activity.