The Halo Effect Of Amazon Prime Day In Australia

The Halo Effect Of Amazon Prime Day In Australia
SHARE
THIS



With Amazon Prime Day having only just wrapped up for 2019, it is already being declared the company’s biggest shopping event in Australia to date.

Amazon is still building its Australian presence and clearly used the flagship event as a way to get on the map down under, as evidenced by the large sums of Prime Day advertising we saw this week.

The exclusive deals offered to Amazon’s paying Prime members – which users can easily access a 30-day free trial to – also provided an opportunity for the company to begin building the same ‘lifelong’ relationships with  Australian customers that have led to its success in the US.

“Prime Day is the best of shopping, savings and entertainment and a way to say ‘thank you’ to Prime members,” said Amazon Australia country manager Rocco Braeuniger.

“We were delighted to see Prime members in Australia getting the most out of our epic deals, making Prime Day the biggest shopping event in Amazon.com.au’s history.

“With tens of thousands of products available at discounted prices, it was great to see Aussies snapping up deals on everything from Amazon devices to everyday essentials, and smart home devices to video games.”

But as well as giving Amazon an opportunity to capture some more of the Australian market, the sale also gives competitors an excuse to offer their own bargains.

This creates what online advertising company Criteo calls a ‘halo effect’.

A recent study by the company reveals customers aren’t married to Amazon’s sales during the period and will shop at whatever marketplace offers them value.

Companies that launched their own sales during Prime Week have seen an average 40 per cent increase in sales.

In Australia specifically, the Amazon-led sales came at a time where many local retailers are struggling, explained shopping expert at comparison site Finder Mia Steiber.

“The retail industry is doing it tough so it’s not uncommon to see retailers piggyback off other sales to lure consumers. In fact this year we saw eBay and Catch put on their own sales at the same time as Amazon,” she told B&T.

“Big sale events like Boxing Day and Black Friday, where there’s a variety of retailers involved, are still king for Aussie shoppers.”

She also pointed out the affinity for sales in Australia, which Amazon has now tapped into.

“Aussies are bargain hunters by nature and won’t shop unless there’s a sale – they know most retailers have a sale of some kind almost monthly.”

Please login with linkedin to comment

Amazon Australia eBay prime day

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]