Amazon ‘Un-Boxes’ Prime Day Strategy

April Davis By April Davis | 09 Jul 2018

Amazon has unveiled its Prime Day marketing strategy, as it prepares to drop ‘smile boxes’ in major cities across the globe.

In the lead up to Prime Day 2018, Amazon has announced its plans to drop 25-foot versions of its branded ‘smile’ delivery boxes in New York, Los Angeles, London, Tokyo and Milan.

According to the global e-commerce business, each box will contain a ‘pop-up- event that will highlight its most popular membership offers. The company has remained tight-lipped about what the exact nature of the events will be, but speculation has circled that the events will relate to its video and music streaming services.

Reports from USA Today suggest the pop-ups will include concerts, video gaming tournaments or even fashion and literary-themed activities.

“New this year, members can experience surprise entertainment events un-boxed from giant Smile boxes in major cities,” said Jeff Wilke, Amazon’s head of retail in the US.

The marketing campaign is expected to take place over the next week, with shoppers and retailers alike able to watch live streams of each box being unveiled on Amazon’s website.

According to the e-commerce giant, the first box will be unveiled in New York City on July 11 at 5 pm PT/ 8 pm ET (local time), followed by Los Angeles on July 14, with extra festivities being held on July 15. Milan will also have events running on July 13, 14 and 15, with Amazon claiming there will be “great Italian music and more”. On July 14 and 15, promotional events will be held in Tokyo, and London will host a performance from ‘Take That’ as part of Prime Day’s un-boxing on July 15.

The marketing campaign comes ahead of Amazon’s fourth annual Prime Day sales event, which will start on July 16 and run for a full 36-hours.

According to estimates from Cowen & Co, Prime Day raked in approximately $1 billion in sales in 2017, with revenue increasing 60 percent from the year before. This is believed to be roughly triple the company’s average daily revenue.

Select Prime members will reportedly receive an exclusive invitation to attend the unveiling event in their respective cities, while everyone else will be invited to view live streams of the event online.

Amazon Prime Day 2018

Amazon is promoting Prime Day 2018 with exclusive ‘un-boxing events’. Source: Amazon.

Originally launched in 2015, Prime Day is Amazon’s answer to America’s biggest sales event of the year, Black Friday. In response to the online marketplace’s plans to hold an annual ‘members-only’ sales event, which in early years only ran for 30-hours, as opposed to this year’s 36-hour event, Walmart announced its own shopping event.

Corresponding with Prime Day, the department store turned e-commerce player decided to hold a week-long event in July, but that it would not be charging “$100 to get access to a sale, unlike some retailers”, taking an obvious stab at Amazon’s pricey Prime membership, which is now $119 in the US or $59 in Australia for an annual membership.

This year’s Prime Day is the first for Australian consumers, after the marketplace’s local launch in December 2017, and Prime release just last month.

“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.”

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. In Australia, the event will kick off at 12 pm AEST on July 16 and run through until midnight on July 17. Thanks to international time differences, Australia will also reportedly be the first country in the world to access this year’s exclusive offers.

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