The Prime Day effect is set to be felt by retailers well beyond Amazon
The Prime Day effect is set to be felt by retailers well beyond Amazon

It’s not just Amazon that is set to feel the benefit of its Prime Day event when it kicks off on Monday. Retailers from eBay to Currys PC World and well beyond have been hoping to catch shoppers in a spending mood. Analysis from LovetheSales.com suggests there are more discounts on electricals now than there were on Black Friday.

Amazon Prime Day launches at midday on Monday July 16 and runs until midnight of the following day. The 36-hour sale is exclusive to members of the Amazon Prime membership scheme in 17 countries. Last year UK shoppers alone bought five million items. This year’s total is likely to exceed that, with a million deals set to be on offer. Early insights show discounts of up to 55% on branded luggage, ahead of the summer holiday season, 40% on garden furniture, and 30% on technology and fashion brands. Shoppers will also be able to get Amazon own-brand Kindle and Fire Tablets for less.

The lead up to what is effectively Amazon’s summer sale starts the day before in markets around the world. In London, Take That is set to headline an Unbox Prime Day event that also features a family screening of Paddington 2. Amazon Prime Day was the sixth biggest shopping day in the UK in 2015, according to SimilarWeb analysis, and it’s only got bigger since then.

The Prime Day opportunity for other retailers

But it seems the day doesn’t just spark shopping on Amazon: other retailers benefit too. The event appears to put shoppers in a buying mindset that extends to other retailers as well, especially when they are not members of Amazon Prime. It’s easy for customers to buy from alternative websites when many other retailers also have summer clearance events. eBay will launch its Sale Day in direct competition with Amazon on Tuesday July 17. The ongoing sale at Currys.co.uk is slated to end that day, while clearance events are also in full swing at retailers from John Lewis to Marks & Spencer.

Discount aggregator LovetheSales.com says retailers are fighting back, with an “unprecedented” rise in the overall volume of discounted products that are now available to consumers. It says there are 30% more products available to consumer sthan usual at this time of year. “Data from July 2018 is showing a significant shift from the norm as retailers look to take the…