Twitter became a very entertaining arena for miffed consumers to humorously vent their rage. Today, Amazon is detailing the impact of Prime Day by releasing its own internal metrics.
Amazon sold 47,000 television sets, 51,000 Bose headphones and almost 14,000 iRobot Roomba vacuum cleaners.
Amazon had started huge promotions for its Prime Day, an event exclusive to Prime members with an annual fee of $99 a year.
In contrast, ChannelAdvisor says, eBay saw no lift from Prime Day and their growth rate was in-line with other days in June and July. (We’re not sure exactly what that means either; Amazon is notoriously opaque about its sales figures).
With Prime Day, Amazon is betting heavily that it can recruit new customers to its Prime program, analysts said.
Groan. That was the sound heard around the Internet Wednesday morning when we all got up and quickly realized that Amazon Prime Day was just a way for the online retail giant to get people excited for a yard sale.
Is Prime converting?The increasing number of Prime members has come largely because the company has been able to persuade people who sign up for the free trial period to spend the $99 to stay members. He said the sale made him feel like Amazon appreciated its Prime members.
The sales surge is in stark contrast to the negative response on social media about the site’s lackluster “Lightning Deals” and the fact that some products sold out in a matter of seconds. Year-to-date, they’re up more than 50%.
If Amazon is going to go there again, however, it will have to make major changes, including making the sale easier to navigate, extending the availability of some prices, and maybe lowering the profile of those hum-drum everyday items. The majority of the day’s deals seemed to be on random items such as Tupperware containers, seat belt extenders, Beard Growthers, Antarctic krill oil, and chef’s hats.
It is true that there were some decent deals for some decent items, like the list IGN put together, and Walmart did put up a competing sale, but this is a straight up marketing failure on Amazon’s part. One tweeted: “Hey @Amazon, #PrimeDay is not Black Friday in July”. But a big sale like Cyber Monday, the busy online shopping day after Thanksgiving, or Alibaba’s Single’s Day, an annual sale in November, generates a lift that is two, three or five times normal sales.