Amazon Prime Day is every day for Amazon.com – Quartz

Did you hear? Amazon Prime Day is coming! It's almost there! Two days of good business! More than one million products on sale! The robots are getting ready! Lady Gaga is in the lead!

Amazon Prime Day, for the uninitiated, is the annual shopping event in the Amazon. Amazon first tried Prime Day in July 2015 to mark its 20th anniversary. Shopping vacations are a consumed American experience – think Black Friday, sales after Christmas – and Amazon, two decades after the start of retail, was confident of being able to create one.

"Step Aside Black Friday – Meet Prime Day", read Amazon's press release presenting the event.

The first First Day was a success, of course. Amazon was a giant –the giant – online retail, and when he said shopping vacation, people have been careful. In the past four years, Prime Day has gone from an Amazon-led party to the biggest shopping event of the summer. Other retailers, eager or perhaps desperate to compete, have launched a counter-program, thus legitimizing Prime Day more than Amazon.

This year, Target, Best Buy and Walmart are among the retailers who enter the fray with offers ranging from swimsuits to laptops to vacuums running before, during and after Day One. "Amazon Prime Day is not just about Amazon anymore," says Michelle Skupin, spokesperson for the RetailMeNot coupon site. "Amazon Prime Day is not just about Amazon anymore," says Michelle Skupin, spokesperson for the RetailMeNot coupon site.

The first day is still most about Amazon. The investment firm Cowen estimates that 63 million US households, or half of all households in the country, subscribe to Prime, a subscription of $ 119 a year for Amazon, which includes a two-day free shipping, Streaming music, streaming video and unlimited storage of photos, among others. advantages. According to market research firm The NPD Group, more than two-thirds of these Prime households are planning to shop on Prime Day 201 2019 on Amazon, compared with 15% who plan to check the offers offered by Amazon and other companies. other retailers.

Specifically, every day is the first day of Amazon. According to the e-Marketer online researcher, the company holds 47% of online retail sales in the United States, nearly eight times the share of e-Bay, Amazon's closest competitor. While the rest of the retail business is still striving to compete on free shipping in two days, Amazon plans to make delivery one day the norm.

Since Amazon launched its first Prime Day, its quarterly sales have more than doubled.

Prime Day does not really concern the one million sales of products or this new range of Lady Gaga cosmetics. It's the illusion that online shopping on Amazon is a special event, not the norm. By the end of Prime Day, 63 million US households will still have their Premium membership, which will take them back to Amazon.com, where the benefits and offers are valid all year round.