For Amazon, here was the good news: The company said that "its Prime members ordered more than 100 million items during a sales event this week that analysts are expecting to be a bellwether for a ho-hum holiday shopping season," the Associated Press reports.
The not-so-good news, from the same story: "According to the data group Numerator, which tracked roughly 44,670 orders during the sale, the average order clocked in at $46.68, $13 less than during Amazon’s Prime Day sales event in July. Inflation also had an effect — 26% of shoppers passed on a deal because it wasn’t a necessity, Numerator said."
As usual, Amazon "did not share sales figures for its Prime Early Access Sale or compare it with July Prime Day sales, which Amazon said was its biggest ever with more than 300 million items sold."
CNBC adds this analysis:
"For Amazon, the event tested how members of its Prime subscription program would respond to two major discount events in the same year, after the company’s main Prime Day sale in July … data collected by third-party analysts gives a deeper look into how the Prime Day sequel went over with shoppers compared to Amazon’s sales event in July.
"Sales during this week’s event seemed 'lighter' compared to Prime Day in July, Bank of America analysts said. They estimate Amazon brought in $5.7 billion in revenue from the Prime Early Access Sale vs. $7.5 billion in July.
"Commerce data company Klover said it observed slower spending and volume, noting transaction frequency was down 30% between the July event and October event."
- KC's View:
I didn't spend a lot of time online last week, but in the run-up to the second Prime Day event, I was singularly unimpressed with the degree of promotion and outreach that Amazon did. I find myself wondering if, inexplicably, Amazon is falling into "we've always done it that way" patterns, and really needs to change things up going forward.
Are the Amazon experience and brand becoming commoditized? Have we reached the point where it is seen as dependable and kind of boring>? Is this good for the brand?
All questions that need to be pondered, I think.