A look ahead to Amazon’s Prime Big Deals Days

Amazon Prime members are gearing up to get a head start on holiday shopping in October, says a survey from Bazaarvoice and Dynata.

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The main motivation for Prime Day shopping this fall will be to get a head start on holiday shopping for family and friends. Fewer consumers say they will shop for themselves. A large majority (69%) expect to buy from brands they already know and are loyal to.

The Amazon Prime Big Deals Days, coming up on October 10 and 11, represent an exclusive sales event for Prime members only. The data comes from a survey by Dynata, a global first-party data market research platform, to gauge purchase intentions among 1,000 U.S. consumers including Prime and non-Prime members. The survey was commissioned by UGC platform Bazaarvoice.

Dig deeper: Ecommerce trends to watch for this Prime Day

Consumer intentions. More than half of those surveyed plan to spend the same or more during the October Prime Days. Only 8% said they were likely to spend less. Almost half were somewhat or very likely to check out Amazon Live (shoppable livestreams) to discover products and make purchases.

Perhaps surprisingly, while 20% of the sample identified as Prime members and were aware of the upcoming event, 14% were both Prime members and unaware of the event. Prime members were fairly evenly divided between those planning to shop only on Amazon and those prepared to shop also with other online marketplaces (34% and 29%).

Why we care. The survey reflects the intentions of Prime members. If the results are representative, it implies that economic uncertainty is unlikely to depress participation in this major pre-holiday sales event. We’ll be looking out for the amounts of actual dollars spent then they come in.

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About the author

Kim Davis
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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