Amazon Prime Day 2021: A Celebration of Commerce

Last week Amazon held its annual Prime Day event sending ripples across the commerce landscape and creating innumerable benefits for consumers, as they re-adjust to a post-Covid-19 shopping ecosystem. VMLY&R COMMERCE deep dives into the key learnings for Amazon suppliers and strategic implications for any Amazon category-level CPG competitors to offer a guide on navigating a new wave of commerce opportunities.

From influencer and celebrity endorsements, Twitch live streams and a central focus on small businesses and membership promotions across the Amazon ecosystem, 2021 Prime Day proved the intersection of online and offline in driving trial and conversion across a unified commerce landscape.

Below are our top five Prime Day takeaways and actions in response to this now larger-than-life sales and entertainment event, and a full summary to guide client’s strategy now and in the future.  

1. Prime Day attracted the most sales and interest from shoppers than ever before

    Action: Optimise your promotions and assortment to ensure discoverability and accessibility, deploying new media formats and platform     opportunities that shorten the path to purchase.

2. Prime Day was both a worldwide commerce event and entertainment event.

    Action: Explore the power in gamified promotions and remarkable offers from product exclusives to digital experiences that make it fun     and easier to buy.

3. Prime Day attracted the most sales and interest from Prime shoppers than ever before.

    Action: Create a holistic shopping journey looking at other retail media opportunities beyond Amazon

4. CPG Brand experiences exceeded Prime members’ expectations.

    Action: Tap into the power of technology and culture to customize immersive brand content for every corner of Amazon ecosystem.

5. U.S retailers deployed ‘Prime Day’ counter measures, which extended beyond Amazon’s event

    Action: Amplify your retail media pre, during and post event to drive future brand awareness and a focus on nurturing relationships     beyond the transaction.

View the full summary here.