Amazon’s Prime Day Has Made its Way Down Under

April Davis By April Davis | 03 Jul 2018

On July 16, Amazon will kick-start Prime Day 2018, which for the first time ever, will include Australia.

After launching Prime in Australia last month, the e-commerce juggernaut is stepping its online loyalty program up a notch, opening up its renowned ‘Prime Day’ shopping event to local Australian consumers.

Starting at 12 pm AEST on July 16 and finishing up at midnight on July 17, this year’s event has been extended from 30-hours in 2017 to 36-hours, and thanks to international time differences, Australian Prime members will reportedly be the first in the world to access this year’s exclusive offers.

“Having just launched Prime in Australia, we are delighted that Australian members can now enjoy the unparalleled combination of shopping and entertainment benefits that Prime gives them,” said Rocco Braeuniger, country manager of Amazon Australia. “We hope that Prime Day will provide them with even more value.”

Amazon Prime first hit Australian shores on June 19, in a surprise launch that came a lot sooner than industry experts had previously predicted. The local launch had been hinted at earlier in the year, but nobody knew exactly when or how it would be brought down under.

At the time, Kate Morris, the founder and CEO of Adore Beauty said she found the Australian offering a little underwhelming.

“The Prime offer, at least in terms of shipping, is a bit underwhelming in my opinion. The market-leading e-tailers in Australia are already offering free next-day shipping for most orders, so I’d be surprised if customers get excited about paying a monthly fee to get two-day shipping.  I guess it depends how much value customers see in the other services (streaming etc),” she said.

This sentiment was echoed across the web, with consumers and retail professionals alike claiming the two-day free shipping offer wasn’t enough to turn customers away from local businesses already offering same-day, and in some cases, three-hour shipping in metro areas.

However, as Amazon Australia gears up for its first Prime Day, retailers might be faced with a bigger threat than was originally expected. Consumers will reportedly have access to a host of exclusive deals on books, electronics, DVDs, video games and smart home tech, as well as cookware, kitchen appliances, toys, fashion and everyday essentials from across amazon.com.au.

Amazon’s private label brands and in-house tech will also be offered at reduced prices, with “incredible” savings expected in Alexa-enabled products. In the lead-up to the annual shopping event, Amazon will also be offering $10 of Amazon credit to members that stream Prime Video for the first time between July 9 and 15, as well as two free months of access to Kindle Unlimited for new members that join before July 31. Three months of free access to Audible will also be available to consumers who join between July 9 and 31.

Gamers are also set to benefit from the lead-up to Prime Day, with Twitch Prime reportedly giving away a free PC game every day until July 18, with Pillars of Eternity and Brutal Legend among the titles up for grabs.

However, while Amazon Australia is hinting at great deals on its local marketplace, shoppers in the US are preparing for even more access to exclusive products and deals than their Australian counterparts. For instance, as part of Prime Day, members can access savings at their local Whole Foods Market, with an extra 10 percent off hundreds of sale items in-store and online, as well as double loyalty points on eligible purchases.

Australian consumers can join Prime for free on a 30-day trial, with the introductory member price currently sitting at $4.99 per month or $59 per annum until January 2019 when the monthly membership is expected to increase to $6.99.

Prime Day will be held across a number of countries, including the US, UK, Spain, Mexico, Japan and India, as well as Italy, Germany, France, and China – to name a few.

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