BIO's Melanie Pittham reports on Prime Day's boost for Amazon

Published 2 Min Read

Melanie Pittham, Creative Innovation Director at BIO has been talking about the effects of Prime Day on Amazon’s sales and traffic as the retailer’s day of summer sales begins – widely expected to be the biggest one yet. 

In the article for The Drum on Amazon’s marketing activity and strategies around the event, she said that Prime Day 2016 (10 July) boosted Amazon traffic by 36%, shifting 90,000 TVs and thousands of Kindle Paperwhites, Fire TV Sticks and tablets. 

In just three hours, US customers had bought 18,048 pairs of headphones, while in the UK we bought 600 Trunki suitcases, all before breakfast. Amazon sold enough Philips Hue bulbs to replace every light in the Albert Hall daily for four and a half years. Mel Pittham, Creative Innovation Director, The BIO Agency

Melanie notes that this year’s Prime Day is likely to be the biggest yet and also gives Amazon the opportunity to promote other services to their Prime customers. 

She goes on to note the influence of successful marketing strategies in the Chinese market, mentioning Alibaba’s hugely successful Single’s Day, a 24-hour shopping day where thousands of local and international brands offer discounts on the site’s marketplace and online stores, delivered in as little as two hours.

Single’s Day is now the largest e-commerce shopping day in the world, raising $5.2nb in sales, but she notes that its success is due to the fact that ‘shopping is not just a transaction in China, it is an event”.

The main focus of the article in The Drum is a discussion of Amazon’s marketing for 2017’s Prime Day, particularly its return to more traditional media, with promotions across TV, radio and out-of-home advertising as well as on YouTube and via social media.

It goes on to comment on the importance of fast delivery for customers and Amazon’s commitment to the ‘hyper-convenience’ of next-day delivery.

Read more from BIO on Amazon Pantry’s UK launch and the online retailer’s physical bookstore in its Seattle hometown.


Updated: Amazon Prime broke its previous record with sales up by more than 60%, according to a statement. The most popular purchase was the Echo Dot, the smaller, cheaper version of its Echo personal assistant for the home.









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