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UK Insights

The verdict on Amazon Prime Day

Claire Davies

Former editor and head of content

Retail 17.07.2015 / 18:00

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We like the discounts and the next day delivery

Amazon has announced that it sold more units on Prime Day (15th July 2015) than Black Friday 2014 and that more Prime members tried Prime worldwide than any single day in Amazon history.

With Amazon saying that shoppers ordered 398 items per second, it's no wonder that they've already announced they will be hosting Amazon Prime Day again in 2016.

Steve Mader from Kantar Retail says Amazon has its sights set on a longer battle than just July 15th 2015: "Amazon hardware was significantly discounted to the point where the Fire Stick was the #1 best selling item and the Kindle Fire Tablet outsold Black Friday in 2014. Amazon has an important end goal: to get their hardware into as many households as soon as possible, so they will be used as an Amazon shop window during the Christmas shopping season. Often devices sold on Black Friday are intended to be given as gifts at Christmas, which diminishes the selling opportunities until the following year. Amazon pulling the purchase ahead by 4 months gets shoppers out of gifting mode and into usage mode."

Steve also believes that Amazon was using Prime Day to push their value-added content through free instant video, music, and photo storage.

So, what are the benefits offered by shopping clubs, such as Amazon Prime, that are most valued by customers.

A poll by Kantar's Lightspeed GMI, found that the special offers and discounts offered by clubs like Amazon Prime are the most popular benefit, closely followed by next day delivery. However, 31.5% of the 3,721 people questioned said that none of the benefits we mentioned were desirable to them.

Unsurprisingly, there is a big difference between those people aged 18-24 years compared those aged above 55 years. Younger people are more positive overall about the desirability of the benefits of something like Amazon Prime. For example, four out of ten people under 24 years old value next day delivery, compared to two out of ten people for those aged 55+.

Source : Kantar, Kantar Retail, Lightspeed

Editor's Notes

Poll conducted by Kantar's Lightspeed GMI on Amazon Prime Day, 15th July 2015. In total 3,721 UK residents (aged 18+) responded to this online question:  "Thinking about online shopping clubs, such as Amazon Prime, which of these benefits are most desirable to you?"

Journalists, to conduct polls of your own, or for more information, please contact us.

Kantar Retail will be hosting an event: Winning With Amazon: A roadmap to an advanced relationship with Europe's fastest growing retailer on 17th September 2015 in London. Visit the Kantar Retail website for a workshop overview and to register for the event.

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