So, what’s next? Amazon made a concerted effort to get Prime Day into the second quarter this year, a move many analysts had predicted given the massive COVID-19 comps experienced in 2020. Despite the nice top-line number, Prime Day had somewhat of a muted feel to it this year: lots of the same items, at the same discounts, presented the same way. It’s the type of experience that Jeff Bezos detests. With Andy Jassy taking the reins on July 5, here are the questions we’re asking:
- As the economy returns to a new normal and the pandemic (fingers crossed) comes to an end, will Amazon better leverage its store presence across Fresh, 4-Star, books, and other formats to create more interactive experiences?
- Amazon wants to win grocery, yet Prime Day has never presented a value proposition in the category that makes us turn our heads. Will Amazon start to do things, like offering a “too good to be true” subscription on key grocery items, that create a massive shift in consumer behavior?
- Amazon’s purchase of MGM is so much more than just video. Will it be able to leverage this new intellectual property to drive both in-store and online experiences, create new content and drive further loyalty?
- Can Amazon afford not to have another October event?
There are more questions to ask, of course, and Bezos’s parting words to Jassy probably included some form of not playing in parallel with Walmart and Target. If that’s the case, we expect the next Prime Day to look different — and if doesn’t, maybe I’ll scrap my questions and just ask Alexa next time.
About the Author: John Willkom is the Head of E-Commerce at The Mars Agency, where he helps brands win in the ever-changing world of connected commerce. John has a passion for brand building and discovering "what's next." He is an accomplished author, having penned the Amazon best-selling book, Walk-On Warrior, in 2018.