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Amazon Prime Day expected to attract millions of customers to its own site – other retailers also set to benefit from shopper appetite for deals

A worker in an Amazon warehouse. Image courtesy of Amazon

Amazon’s annual Prime Day members-only summer sale event is now well underway. The event is expected to attract millions of UK shoppers, according to studies, while other retailers are also expected to benefit from a knock-on surge in shopper interest. 

Amazon bills the event, which runs until 23.59 tomorrow, as two days of non-stop deals, with offers on goods from its own technology and entertainment services to third-party brands and from the small retailers that sell on its platform. 

The event is expected to attract a significant proportion of the UK population, put at 25% by Emarsys, and at 41% by Criteo. 

Criteo, which questioned 601 UK adults, says that while 41% of respondents plan to shop on Amazon on Prime Day, fewer expect to make unplanned purchases, and 83% say they will look for the best deals, whether on Amazon or other sites. Criteo expects that 24% of shoppers will buy from other sites that are also running promotions during the course of today and tomorrow. Products they are likely to be looking for include home appliances (+40% on last year), gardening (+27%), furnishings (+17%), and toys and games (+17%). 

Ryan Cook, UK managing director at Criteo, says: “We are naturally seeing greater shopper consideration around Prime Day purchases and this is driving traffic to other retailer sites.”

Retailers that may stand to benefit include Currys, which is currently offering “epic deals” and free delivery on all orders, alongside the chance to win money off energy bills. is offering flash deals on electricals until the end of tomorrow. Toy retailer The Entertainer is offering “super savings on top brands” and John Lewis is offering up to 50% off in its summer sale, in categories including homewares. 

Meanwhile, Emarsys warns that analysis paralysis could cause 10% of UK shoppers to abandon their shopping cart on Prime day – and 14% of the 2,041 UK adults that it questioned want brands to offer less choice and have fewer products on sale. 

Kelsey Jones, global director of product marketing at Emarsys, says: “Consumer choice is not a bad thing, but in the busiest sales periods it’s important that retailers don’t overwhelm their customers to the point of paralysis. Brands need to empower shoppers with the products, promotions, and information they want and need to make informed decisions. Beyond that point, they risk overloading them.”

Amazon’s Prime Day event is expanding to more than 20 countries this year. The main part of the 48-hour event will take place on July 12 and 13 in 20 countries including the UK, the US and, for the first time, Poland and Sweden. Later on in the summer, discounts will also be available to customers in India, Saudi Arabia, the United Arab Emirates and, for the first time, in Egypt.

“Our Prime members across the UK will find the widest selection and best deals yet this Prime Day,” John Boumphrey, Amazon UK country manager has said.

Amazon is an Elite retailer in RXUK Top500 research.

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