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Will Amazon further diversify its Prime Day deals this year? US analysis

By Rob Nowell

Prime Day 2018 is set to be “bigger than ever” as Amazon has expanded the hours and countries that it is available in. This year there will be 36 hours of deals, six more than 2017, starting at 12pm PT/ 3pm ET on Monday 16 July and running till the end of 17 July. The sales event will also be expanded to four new countries: Australia, Luxembourg, The Netherlands and Singapore.

Amazon has also promised that Prime Day will “feature double the deals on Amazon devices — and the biggest deals yet on Alexa-enabled products like Echo, Fire TV and Fire tablets.” The increased deals on Echo products will help Amazon compete with rivals such as Google, who counter promoted heavily last year on Prime Day.


Further diversification of deals?

Last year we highlighted how Amazon was diversifying its Prime Day deals out to its other services such as Prime Video and Amazon Music. Amazon looks to be diversifying further this year following new acquisitions.

Amazon acquired Pillpack, a company which fills, sorts and delivers medication, furthering its reach into the healthcare sector following the release of its Private Label ‘Basic Care’ OTC range.

In the lead up to Prime Day, it highlighted its healthcare push with a prominent banner ad for Bayer ‘Self Care’ brands such as One A Day and Dr. Scholl’s.

Amazon will also roll out its Prime Day deals into Whole Foods, which it acquired last year. It is offering “an additional 10 percent off hundreds of sale items throughout Whole Foods Market stores, and deep discounts on select popular products” to Prime Members. In addition, Prime Members who spend $10 at Whole Foods between 11 and 17 July will receive a $10 credit to use at Whole Foods or on the Amazon app.

Amazon is likely to promote a small number of deals in these areas across its website on Prime Day. However, it is very likely these will be outweighed by General Merchandise/Technology promotions, most prominent of which will be its Echo and Fire devices.


Brand View Analysis

This year, Brand View will release real-time analysis on Prime Day reviewing the headline deals to see which products Amazon is promoting and just how good these deals really are. In the week following, we will release an additional insight analyzing the timing of deals by category to see if Amazon adjusted its Prime Day strategy this year.