It's coming. Amazon's Prime Day promotions are officially confirmed for June 21 & 22. Other top brands and retailers will be launching their own deals, and much of the activity will be through mobile. Consumers are expected to spend a combined one billion hours that week on their phones.
Prime Day is Amazon's largest sales event. App Annie anticipates a 25% increase in time spent on mobile during this year's promotions. Last year, China-based fashion brand SHEIN became the fourth most downloaded app in the US during Prime Day, beating Nike and Target during the same time. It still wasn't a bad showing for Nike and Target, though, as they showed, respectively, 75% and 20% week-over-week download growth.
Prime Day, and the days before and after, are a bonanza for e-commerce. What's more, it encourages traditional brick-and-mortars to up their digital game. Last year during the pandemic, everybody was buying online for obvious reasons. We even saw in the B2B space that consumers wanted to buy directly from distributors, forcing some companies to unexpectedly overhaul their e-commerce system.
Marketers are closely watching how much buying consumers are doing and where, especially through mobile devices. As the world opens back up, this means they will be able to engage customers even more through cross-channel real-world experiences, including by using digital out-of-home.