Apparently it’s that time of year again – Amazon Prime Day returns. After last year’s celebration of Amazon’s birthday with a day to rival Black Friday, this year’s Amazon Prime Day is hotly anticipated – by consumers ready to snag a deal, and, I assume, Amazon’s accountants too.
Last year was reportedly a lacklustre affair – with many a social mention about Prime Day deals being on less than ‘premium’ or desirable products – there was the story of the $1000 oil drum of lube you’ll no doubt remember, but generally a sense of distressed inventory being flogged at yard sale prices – although I expect this is more Amazon being a victim of their own success – some products allegedly ran off the shelves in a matter of seconds, leaving the long tail of less demanded products remaining – although for the internet giant, the commercial benefit of creating an owned shopping holiday in an otherwise generally quiet time of year is probably clear – Walmart, for instance is responding by offering free shipping for the whole week.
Amazon need to now really ensure that significant availability of demanded products is maintained in order to cement Prime Day as a recurring retail event which is genuinely to be excited about as a shopper.
If I were in charge of Amazon Prime Day – I’d probably do three things for future Prime Days:
1. Prime Day currently feels a little like a giant shop floor without curation – Amazon sit on a huge wealth of personalised behaviour and commerce data which could be used to personalise the experience for each consumer – and naturally manage stock levels and expectation. I’d love to see an Amazon Prime Day store for Matthew (probably containing a brand new coffee grinder, an Amazon Echo and lots of discounted LEGO).
2. Go beyond boxed product – maybe Amazon Prime Day could be so much more than just shopping, but an entire experience – live music, content premieres, surprise Prime Now deliveries, local events that pick up on the local cultural nuances.
3. Let Alexa order for you – for just one day, your Amazon Echo will just order anything it hears you mention, regardless of what it is. You talk about a caravan, it’ll arrive at 5pm. You mention Alexander Skarsgard, he’ll come around for dinner. Hand your shopping decisions over to the ‘bots.
Maybe we’re not ready for the last suggestion just yet – but as Amazon continue to grow their offering, beyond physical product, in to content, in to fresh foods, into on-demand deliveries, into connected home services, it’s not a stretch to imagine Amazon playing a larger role in our lives beyond retail, and that we’ll increasingly trust the platform with making decisions for us (i.e. subscriptions to products based upon price not brand; artificial intelligence informed recommendations; automated replenishment services), and if there is one thing which is absolutely true about Amazon, they learn from their innovation (whether successful or not) and iterate smarter services to move forward – so I expect this year’s Amazon Prime to be a doozy.
And I’m still holding out for an Amazon Echo.
(This article was originally posted on Campaign)