Eli Schwartz Blog | What Are The Learnings From Amazon's Prime Day For Other Online Sellers | Talkmarkets
Director of Marketing APAC at SurveyMonkey

Eli Schwartz is the Director of Marketing, APAC for SurveyMonkey, the world’s largest online survey platform. He oversees SurveyMonkey’s marketing efforts in the Asia Pacific region. In addition, he leads the company’s global SEO efforts and strategies across 17 languages. ... more

What Are The Learnings From Amazon's Prime Day For Other Online Sellers

Date: Tuesday, August 1, 2017 2:12 PM EDT

This year the third annual Amazon Prime Day smashed previous sales records, with the company showing a 60% increase in sales over 2016 and adding tens of millions of new subscribers to its Amazon Prime service. Delivery times were also down from previous years, with the fastest delivery taking just 12 minutes arrive at the customer’s door.

In addition to posting huge sales numbers and adding new subscribers, Amazon Prime Day serves as a major onramp for customer retention. Industry analysts point out that some 73% of consumers who try Prime go on to become paid members. After the first year of membership, some 90% of customers opt to stay with the service.

A sampling of feedback from around the country indicates that the massive surge in traffic benefits other online sellers as well. One ecommerce merchant in the pet supply niche reported a 500% increase in sales on Prime Day, including grabbing the No.1 Best Seller in four categories in the first six hours of the event. Other sellers, from lighting suppliers to artisans to school supply retailers, noted that beyond the surge in sales, the opportunity to gain exposure to thousands of new customers was a chief benefit of participating in Amazon Prime Day.

All of this is good news for Amazon and other online sellers who have already managed to gain a foothold in their niche. But what about the little guy? Can the vast numbers of small and medium sized ecommerce sellers still benefit from participating in Amazon Prime Day or the next retailer created spending holiday without using Amazon’s fulfillment services (FBA)?

Tips and Tricks to Win

To most industry experts, the answer appears to be yes – but it takes work. With some planning and tools, all online retailers can learn from Amazon.

The real value for sellers comes in learning to adopt the marketing tactics Amazon uses to attract and retain customers. Retail is retail, whether it takes place online or on New York’s Fifth Avenue retail mecca. This means the customer is king.

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