Amazon.com, Inc. (NASDAQ:AMZN) is celebrating its 20th birthday next week. In order to celebrate the milestone, the online retail behemoth will launch “Prime Day,” a global shopping event meant to have a lot more sales than Black Friday, which is still four months away.
Prime Day Vs. Black Friday: Who Will Win?
Has Christmas come early? Well, perhaps just for Amazon Prime subscribers.
Amazon announced Monday it will launch Prime Day on Jul. 15 at midnight. It pledged to offer “more deals than Black Friday” for customers in nine nations, including the United States, Canada, the United Kingdom, Italy, Germany, France, Austria, Spain and Japan.
The company described Prime Day as “one of the biggest deals extravaganzas in the world.” Moreover, on Prime Day, new deals will start as often as every 10 minutes, but the e-commerce giant has refrained from providing the general public with a sneak peek. It also remains unclear as to how large the discounts will be.
Customers will be able to shop on any device they please.
As the name implies, Prime Day will only be for subscribers for Amazon Prime, a $99 online subscription service to receive free shipping and an array of media options – Instant Video and Prime Music – and benefits.
For those that have yet to sign up for the service and want to take advantage of the birthday celebration sale, Amazon is giving away free 30-day Prime memberships for non-members.
Despite the promotional material, one public relations professional doesn’t think Amazon will take anything away from Black Friday, one of the biggest shopping days of the year.
Amazon’s clear focus currently is to drive subscriptions to its Prime service and this is a clever way of doing exactly that,” said James Brooke, managing director at Rooster PR, citing the wide gap between the dates.
“While the hook of Amazon’s 20th birthday is a nice angle, the date of 15th July is also far enough away from Black Friday that there’s zero risk of Prime Day cannibalizing one of the biggest shopping days of the year. It’s a smart marketing campaign that’s going to drive subscriptions, sales and revenues.”
Amazon Prime’s Success Story
In the past 12 months, Amazon has been expanding the number of services in Prime, including offering same-day shipping.
Earlier this year, it was reported that Amazon Prime maintained a U.S. membership base of 40 million. The average annual amount Prime members spend is $1,500, which is more than twice the annual $625 spent by non-members.
Amazon Prime apparently experiences the biggest spike in membership throughout the holiday sale season. Last year’s Christmas saw Amazon increase its U.S. Prime users by an extra 10 million.