Amazon’s October Prime Day Date Spurs Other Deal-Day Clones, Creating Complexity For Brands

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Prime Day, held in July for the past five years, was a sales oasis in the middle of the typically slow summer months. This year, with usual plans thwarted by COVID-19, the marketplace giant officially landed on a mid-October date for the event.  

Other retailers who have previously held sales events to counter Amazon’s, have launched their own shopping holidays. The effect, eMarketer points out in its latest report, takes Prime Day from ‘Black Friday in July’ to early holiday season kickoff.  

This gives brands big opportunities to capture sales, but also significant challenges. How to capture huge shopper demand not only on Amazon, but not neglect other marketplaces and retailers too? How to strengthen already-tenuous supply chain and logistics to stay in-stock and fulfil delivery promises? And what effect will these October sales have on the pre-planned Black Friday/Cyber Monday events?  Will shoppers be ready to part

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