Retailers devote money to Amazon’s ‘free marketing’

Amazon.com Inc’s Prime Minister’s Day is now a great opportunity for marketing and shopping in the annual calendar for other retail companies in the United States, rivaling on Black Friday’s Thanksgiving as a sales driver.

Walmart Inc., Target Corp and eBay Inc. all develop their own promotions that coincide with annual sales, which this year Amazon has extended for up to two days.

The announced intention of the days of the agreement, which will take place in the same days as Prime Minister’s Day – July 15 and 16. Walmart offered promotions from July 14 to July 17, while eBay announced a “crash” sale on July 15th.

An eBay spokesman said, “While awareness of this moment of purchase continues to be built, we see this as a good opportunity to show our competitive advantage in price and inventory.”

Amazon’s break-neck growth rate, which has seen more and more buyers order online instead of going to brick and mortar shops, is pushing other vendors to respond when they seek to remain competitive.

“There is a major effect on the Prime Minister’s Day,” said Jaysen Gillespie, head of analytics and data sciences at the Criteo advertising firm, adding that non-Amazon retailers should experience big increases in traffic on their sites internet and on sale.

“The rest of the industry is taking advantage of Jeff Bezos’s free marketing and they should send him a thank-you card saying, ‘Hey, thanks for the awareness marketing, we’ll take care of the conversion and close the deal now to the sites tons. ‘”

Consumers should join Amazon Prime to get discounts during the 48-hour event. US club members pay $ 119 a year for benefits, including daily ships, and they tend to buy more goods, most often from Amazon.

Some retailers also did not issue any membership fee.

Chinese foreign trade giant Alibaba Group reported $ 30.8 billion in its 24-hour online retail sales of the Single Day in 2018.

The bargaining event in the summer is estimated to bring $ 5.8 billion in sales this year to Amazon globally, compared to $ 3.9 billion last year, according to Coresight Research. Amazon does not disclose figures for revenue generated during the Prime Minister’s commercial activities.

Last year, when Prime Minister Dita lasted 36 hours and faced technical problems, online buyers bought more than 100 million products worldwide, at the time recording the largest daily sales of Echo’s own brand of speakers wondrous Amazon, while Stick TV with Alexa Voice Remote and Echo Dot were the best-selling devices.

Other products sold worldwide were table salt in India, Coke Zero and Kleenex tissue in Singapore and electric toothbrushes in China.

Pop star Lady Gaga announced a line of beauty products exclusively for sale in Amazon early this week, which will be available for pre-order during the promotional event.

“It’s Christmas in July,” said Tom Caporaso, CEO of Clarus Commerce’s loyalty platform, citing company research that shows that around 50% of consumers say they are looking for other sellers to find the best prize at Prime Day.

He said, “This is telling you that consumers are definitely in purchasing mode but are not 100% loyal to Amazon.”/Investing.com

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