Prime Day October | Comments

“Now into its fourth year, Amazon has strategically positioned its final Prime event of the year in early October as a marker to open the golden quarter discounting period.

“As the cost of living continues to bite, I expect consumers to place extra focus on Prime Big Deal Days and Black Friday season this year, with 30% and 34% of Britons respectively likely to participate according to YouGov.

“Data from GWS, our web analysis service, reveals that retailers and brands are approaching these events by buying into the big promotions more than ever.

“Last year’s October Prime event saw 6% deeper promotions and x2.5 more skus on promotion than the previous event.

“Other omnichannel retailers are also responding, during July’s Prime event for example where Currys and Argos average prices in Smart Home fell by 8% and 6% respectively, showing competitor retailers looking to share a slice of the billion-pound Prime pie.

“While consumer participation is still strong for such events, keeping interest alive amid the maelstrom of activity in Q4 can be a marketing challenge.

“Brands need to understand that trust in their discounts is imperative, with personalised offers and true value for money being the best way to combat any potential mega sale event fatigue.”

Tom Harwood, Data & Insight Director, Gekko Group

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