Amazon jumps ahead of Black Friday with ‘second Prime Day’ in October

The two-day sale means marketers must bring their 'golden quarter' campaigns forward this year, as the fight for share of voice (and wallets) intensifies amid global economic turmoil.

Amazon will hold a second Prime Day sale over two days in mid October, in a surprise move that signals a shift in shopping habits this year.

Called ‘The Amazon Prime Early Access Sale’, it will run in 15 different countries.

One of the biggest online sales events outside of Black Friday, Prime Day usually sees prices dropping on thousands of big ticket items such as electronics with plenty of deals on its own-brand tech including Echo smart speakers, Kindles and Fire tablets.

Early bird shoppers

As forecast in PMWs recent Playbook report on the retail sector, the move comes to boost sales among cost-conscious consumers who are expected to start their holiday shopping even earlier this year.

This marks the first time the e-commerce giant has hosted the event twice in the same year.

The company is in the midst of a challenging period due to inflation, rising interest rates and overexpansion during the pandemic.

“While conversions happen on Amazon they are driven by many media channels.”

David Berkowitz, SVP Corporate Marketing & Communications at Mediaocean, points out that retail brands and marketers need to think outside to Amazon box to compete for the shrinking disposable income of the average consumer this year.

“Like other key retail moments during this unpredictable year - and ongoing global health, supply chain, energy and cost of living challenges - retailers and advertisers need to make sure they capture the right mood of the moment,” Berkowitz said. “One way to do this is by using AI systems to automate the personalisation of creative based on product inventory, pricing, and other dynamic factors.

“Brands must also consider how to successfully entice new and existing customers outside of these branded discount days as well as understand while conversions happen on Amazon they are driven by many media channels. As always, an omnichannel and omniformat approach that includes video advertising will maximise outcomes for Prime Day and beyond.”