Prime Day is being promoted with the strapline 'more deals than Black Friday', referring to the big shopping day on the Friday after US Thanksgiving Thursday. Consumers are growing accustomed to doing much of their shopping for Christmas and Hanukkah on Black Friday, thanks to retail deals that attract attention.
Amazon's Prime service has been highly successful in the US market, encouraging shopper loyalty and retention. In the UK, Amazon is adding extras such as one-hour delivery in London for a small extra fee.
Will Prime Day become the summer version of Black Friday? Other retailers that sell online may get a boost from shoppers comparing the Prime Day specials, say experts. Already, Black Friday is an increasingly popular shopping day for UK retailers, and Amazon's July version could very well shape consumer behaviour this year and beyond.
