Prime Day issues cost Amazon dear, JDA Software

Many US shoppers experienced technical difficulties on Amazon Prime Day last week, with large numbers going on to abandon a purchase as a result.

JDA Software surveyed 1,100 US consumers and found that 27% who experienced issues either gave up without making purchases or purchased less than they had planned. A total of 52% of respondents experienced difficulties overall during the two-day flash sale.

“Our survey revealed that the technical glitches on Amazon’s website and app threatened not only its 36-hour Prime Day sale, but also its reputation as a reliable, online retailer,” says JoAnn Martin, Vice President, Retail Industry Strategy, North America at JDA. “With heightened expectations, customers are looking for a frictionless experience when making purchases and they will give their money, and loyalty, to those retailers that can deliver.”

The top platforms to shop on Prime Day were mobile/tablet (60%) or desktop or laptop (53%). Only 9% of the total respondents said they shopped through Whole Foods. Of those who did, 75% regularly shopped at Whole Foods already and benefited from the discounts. The other 25% purposely opted for Whole Foods during Prime Day to take advantage of the discounts.

“Prime Day is clearly still an online event, despite Amazon’s attempt to integrate Whole Foods into this year’s promotions,” says Martin. “Since those who already are regular Whole Food shoppers were the ones who benefitted from the discounts, it wasn’t driving additional footfall to bricks and mortar locations.”