A Letter from the Editor
Karl Siebrecht, Co-founder & CEO, FLEXE
Prime Day 2018 was historic. That is, until next year, when it will be even bigger. Prime Day shoppers spent an estimated $4.2 billion during the sale—spanning across more than 100 million products. To compare, across all U.S. retailers, Americans spent $7.9 billion on Black Friday and $6.6 billion on Cyber Monday in 2017. Amazon has turned “Christmas in July” into an actual thing.
Many have written about and celebrated the operational glitches during Prime Day (site crashes and stock outs), but no one can deny its overall success. When the site did crash, Amazon displayed the “Dogs of Amazon” to soften the blow—demonstrating Amazon’s anticipation of overwhelming traffic volumes and maybe even a sense of humor (because when does a picture of a dog not solve everything?).
Despite its glitches, the fourth annual Prime Day was noteworthy. What’s more is that Prime Day has forced Amazon’s competitors to respond with deals and sales of their own.
In 2017, online shoppers that visited other major retailers’ sites on Prime Day were 35% more likely to make a purchase. Amazon has inspired other retailers and brands to join the fray and boost sales during a historically slow season. It is worth noting that some retailers have been boosting summer sales long before Amazon was even dreamt up. The Nordstrom Anniversary Sale started in the 1960s and is one of the biggest fashion influencer events to date.
Retailers must embrace “On-Demand Commerce,” and solve for consumers’ desires to shop when, where, and how they want.