M-Retailing

Primed and ready for a mobile Prime Day?

Monday, 1800 hours BST: Amazon Prime Day 2017 detonates: are you primed and ready? This year, as you probably already know, Amazon’s Prime day is in fact a 30 hour ‘day’ that runs through to midnight on 11 July and is expected to be a frenzy of ecommerce.

But that isn’t what makes it interesting: this year it will be more mobile than ever and will really put etailers through their paces and will focus attention sharply on how well their mobile services work.

From a shopper perspective, Prime Day is going to see more deals, more frenzied shopping and, with more other retailers piggy-backing onto the shopping mood Amazon creates on this day, there will be much price comparison and site hopping.

For example, in the US Macys.com attracted 41% more traffic on Prime Day 2016 than on the prior Tuesday, while traffic was up 20.7% week-on-week at Walmart.com, according to web traffic monitor Hitwise.

eBay and most other major retailers are all likely to be offering their own sales over the Prime period and traffic levels are likely to rocket this weekend and over the early part of next week.

This frenzy of shopping across all retailers as bargain hungry shoppers look for the best deals everywhere is also likely to be more mobile than ever before. For starters the weather in the UK is likely to be warm and dry over the weekend and Prime day itself is taking place on a weekday, so to bag those time-limited dynamic offers, Prime users are going to be monitoring their phones, many using Amazon’s app and the Prime notifications to see what is coming down the pipe. This is going to lead to massive mobile spikes in traffic.

According to figures from ComScore, in 2015 mobile accounted for 69% of Amazon’s traffic on Prime day (it was 64% on Cyber Monday that year) and was up to 72% on Prime Day 2016 (63% on Cyber Monday). This year it is likely to be even higher on Prime Day.

This is good news for all retailers. While Prime Day is set up by Amazon to try and create another sales spike approximately half way between Black Five-days – and increasingly it is doing that in spades – it also provides retailers with a much needed way to test their mobile capabilities, their marketing strategies and how it all works together.

This year it is also going to be a chance for many to see how well their early forays into AI and machine learning are going. It may also be a much needed test of how ‘voice commerce’ using Alexa, Google Home and even Siri perform.

Other reasons why Prime Day is going to be a mobile event is that around the Prime Offers that Amazon is offering, it is also offering deals on its music streaming service and on Kindle books. Between them these are going to again see more shoppers on these devices which is likely to translate into more traffic to Amazon and other’s sites across the 30 hour fandango.

Well, I say 30 hours: it is likely that Amazon Prime day is going to be a spike in traffic for sure, but I feel that it will have a week-long tail ad those that failed to bag the deals they wanted shop around for several days thereafter looking for similar goods at a ‘good price’.

This is going to again help retailers fine tune their mobile ecommerce offerings in the days post Prime Day, which is all good practice for Black Five-day and the run up to Christmas – which is looming large in the horizon. I look forward to hearing what you all learn from this year’s Prime Day. Good luck!

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  1. Pingback: Prime Day a stark reminder to traditional retailers and the High Street that shopping is changing - InternetRetailing

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