Dive Brief:

  • Retailers are riding Amazon’s third annual Prime Day coattails, with J.C. Penney re-instituting its “Penney Palooza” online sale again this year (the event spurred a 13% increase in site conversions compared to its daily average, according to Multichannel Merchant), online electronics retailer Newegg is reprising its ” FantasTech” sale, and kitchen supplies retailer Sur La Table bringing back its “Lime Day” specials. Macy’s, Kohl’s and Best Buy are also advertising markdowns around the July 11 shopping holiday, according to Money Magazine. Notably, Walmart seems to have ditched its Prime Day “Dare to Compare” strategy from last year.

  • On Amazon Prime Day, major e-commerce sites gain at all phases of the conversion funnel, according to research from digital advertising and analytics firm Criteo emailed to Retail Dive. Last year, the total number of shoppers visiting major e-commerce websites rose 15%, total number of add-to-basket events increased 40%, average conversion rate rose 27%, total number of transactions increased 45% and total order value increased 55%, Criteo found.

  • Meanwhile, Amazon continues to unveil various benefits to its event: Customers in more than 30…