eBay Plans to Stop Prime Day in its Tracks

April Davis By April Davis | 11 Jul 2018

eBay throws shade at Amazon in its latest move to tackle the e-commerce giant’s expansion head-on.

Amazon’s exclusive members-only sale is set to kick off in the US and around the globe on July 16, but as the online marketplace is gearing up for a big 36-hours of sales, eBay is making plans of its own.

In a less-than-subtle marketing tactic, eBay has told sellers and customers that it’s planning its own ‘Prime Day’ sale, claiming all deals come with free shipping and no monthly membership fees.

“Why spend money on monthly membership fees to get deals on the things you want,” eBay wrote in the release announcing the sale.

eBay’s ‘Fill Your Cart With Color” campaign is a direct attack at its Seattle-based competitor, with its campaign mocking Amazon’s “pricey membership fees”.

Touting the fact its deals are accessible to all consumers, eBay is reportedly offering consumers 100 plus deals that are priced at exactly $119 – the same price of an annual Prime membership in the US.

“Shoppers are smart, and they want to make the most of their $119”, said Suzy Deering, the chief marketing officer for eBay Americas in a statement. “eBay is offering hundreds of deals with free shipping and no membership required”.

The sale, which will coincide with Amazon’s self-made Prime Day shopping event, will reportedly include deals on electronics, fashion and sports equipment, to name a few.

The online marketplace has also stepped up its advertising game in the lead up to the sale, running TV commercials over in the states that openly pick holes in Amazon’s business strategy.


“When you wanna go big, get the best price. No membership required,” one ad says as celebrity mountain biker, Micayla Gatto executes a series of expert jumps on her bike.

eBay has also been promoting its “Best Price Guarantee” in the lead up to its sale.

Under eBay’s new ‘Best Price Guarantee’ program, if a customer finds a lower price on a new item that’s sold elsewhere, the online marketplace will issue the consumer a voucher for the difference in price, as well as an additional five percent. This offer will reportedly be valid for consumers that notify eBay of the price difference within 48-hours of making the purchase.

This could have a direct impact on Amazon, because any consumers who find a product cheaper on Amazon’s platform, will now be able to get an extra five percent off the lower price if they purchase it from eBay instead.

Even without its own sales event, eBay reportedly benefitted from Prime Day in 2017, with its traffic reportedly increasing by 10.2 percent for the day. In comparison, Amazon’s increased by 49.1 percent.

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