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Amazon Did Well on Prime Day … But How About Everyone Else?

Amazon Did Well on Prime Day … But How About Everyone Else?

The first Amazon Prime Day was three years ago. Ever since then, the shopping holiday, characterized by very deep discounts and limited time offers, has grown in size. Last year was a banner year for Prime Day, with little-known brands getting catapulted into the spotlight with sales success beyond their wildest dreams. But what happened this year?

[Tweet “Amazon Prime Day sales topped $4 billion.”]

Amazon did very well during Prime Day. Their own hardware devices, including the Amazon Fire TV stick and Echo smart speaker, were top sellers worldwide. This is in keeping with what we’ve seen in other years and reinforces Amazon’s strategy to do everything it can to keep its customers interacting with the world through their devices.

But there were definitely some problems. Amazon’s business practices, especially the conditions in which workers process orders, have come under criticism worldwide.  There were strikes, boycotts, and an active social media campaign encouraging people to skip Prime Day. It’s not clear if these efforts are related to a multi-hour ‘glitch’ that impacted the site on July 16th and 17th. What is clear is that these outages resulted in some vendors losing significant sales.

There were some winners on Prime Day. Brands who have performed well on Prime Day before, such as Instant Pot, saw their success repeat. Overall, Amazon Prime Day sales topped $4 billion. It’s interesting to note that this result happened with relatively minimal advertising on Amazon’s part, as the event enjoyed tremendous word of mouth among shoppers, as well as fairly significant media coverage.

All things considered, brands who participated in Prime Day saw sales growth, although not necessarily as much as they could have had everything gone as planned. Amazon walked away as the clear winner, which means brands will have another opportunity to consider if they want to participate in Prime Day next year.

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Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

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As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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