From Adweek · Mitchell Parton · · 1m
Amazon Prime Day Tests Brand Strategy
Amazon's October event reveals brand strategies for holiday sales.
In brief
Amazon's October event reveals brand strategies for holiday sales. Brands use Amazon's Prime Big Deal Days to assess consumer behavior and build holiday momentum amid economic challenges. Originally reported by Adweek.
Prime Big Deal Days
Amazon's Prime Big Deal Days run Oct. 6-7, offering discounts of 55% or more with most products at lowest prices of the year.
Adobe's Spending Forecast
Adobe expects $9.9 billion in spending during Big Deal Days, with discounts peaking at 19%.
Marketers' Strategy Shift
Marketers plan to use Prime Big Deal Days to assess consumer behavior and build momentum for the holiday season.
Amit Dodeja's Insight
Brands aren't just asking how much they can sell in two days; they're asking what the event teaches about the next three months.
Consumer Behavior Shifts
Consumers are value hunting and restocking during Prime Day, with increased use of AI assistants for shopping decisions.
Crossmedia's AI Strategy
Crossmedia uses AI to track Amazon product data in real time, creating specific budgets for individual products.
The main idea
Brands use Amazon's Prime Big Deal Days to assess consumer behavior and build holiday momentum amid economic challenges.
