In Amazon's world, Amazon Beauty the days just keep getting longer. The next Prime Day is a week away, and the eCommerce operator’s annual sales and marketing frenzy will run 36 hours this year (starting at 3 p.m. EST on July 16), up from 30 hours last year. The average Prime subscriber in the U.S. 1,300 of merchandise from Amazon annually, according to Consumer Intelligence Research Partners (CIRP). And sales for last year’s Prime Day were up about 20 percent year over year, underscoring the importance of the event. "In 2017, Prime Day expanded to 13 countries and featured hundreds of thousands of deals worldwide," an Amazon spokesperson told PYMNTS. Prime Day started in 2015. Some 100 million consumers belong to Prime. The changes to Prime Day this year show how Amazon is growing and changing. "For the first time, U.S. Prime members will also be able to celebrate Prime Day at their local Whole Foods Market," the online retailer said in a statement.
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Whole Foods has taken on increasing importance for Amazon as it strives to expand its Prime loyalty program even further - and come amid fresh analysis that Prime is underpriced. A Prime membership costs of $119 per year but, recently, Reason Investments said the membership is worth at least $180 to the average member in the U.S. The Prime Day discounts at Whole Foods come as Amazon uses other rewards to encourage more shopping at the grocery chain. Just last week, for example, Amazon Beauty said that, between July 14 and furnituresales.shop July 17, users of the Visa-branded Amazon Prime Rewards credit card will receive 10 percent discounts off their purchases there. This year’s Prime Day will include the debut of another feature. The Amazon spokesperson said, "Amazon is also hosting a series of Unboxing Prime Day events around the world - with surprise events being unboxed in London, Tokyo, Milan, Los Angeles and New York. These events are stemming from a customer insight.
Amazon does not have Prime Day to itself. Last week, eBay, hoping to steal some of the retail thunder, announced it would offer exclusive deals across a host of categories next week. In a press release, eBay took a swipe at Amazon, saying no membership is required to get the deals during the shopping event. The online marketplace will enable customers to shop for thousands of items across categories - including electronics, home fashion and sporting goods - at up to 80 percent off regular retail prices. The retailer is also throwing in free shipping on its eBay Deals items. In addition, eBay highlighted in its press release its new Best Price Guarantee service. If customers find an item for less on an eligible competitor’s website, eBay will give them 110 percent off the price difference for the Deals and Top Products. After Prime Day, and eBay’s own competing event, comes back-to-school sales and the real retail event of the year: the start of holiday shopping. The sales offered next week could provide early signals of how consumers might shop and spend in the fourth quarter.
How much did Amazon make on Prime Day? Digital Commerce 360 estimates Amazon’s sales on Prime Day hit $12.09 billion globally during the manufactured retail holiday, which spanned July 12 and 13. That’s up 8.1% year over year from the same shopping spree in 2021, which ran from June 21 through 22. In 2021, Prime Day sales reached $11.19 billion and represented a 7.7% increase over Amazon’s 2020 event. Prime Day 2021 fell less than a year after the 2020 sales event, which contributed to the slowdown in growth from 45.1% earlier in the pandemic. Amazon postponed Prime Day 2020, pushing it from its usual summer time slot to mid-October because of the coronavirus. This year, shoppers purchased more than 300 million items worldwide during the 2022 event, up from 250 million last year, Amazon says. What is Amazon Prime Day? Amazon, No. 1 in the Digital Commerce 360 Top 1000, launched Prime Day in July 2015 to celebrate the web behemoth’s 20th year in business, offering deals on a bunch of products to mark the occasion.