Shoppers still mad about Amazon Prime Day, Periscope By McKinsey

Around 70% of consumers are expecting to participate in Amazon Prime Day 2019, according to research by Periscope By McKinsey.

Amazon is extending it this year from 36 to 48 hours, with the shopping extravaganza taking place on 15th and 16th July. Periscope By McKinsey surveyed 2,587 shoppers in France, Germany, the UK and the US. Interest in hunting down offers on Amazon’s own branded devices, products and services is high, with Amazon Video and Music and Echo/Alexa topping one-third or more of consumers’ wish lists.

Most people intend to pre-plan and research the products categories they will shop; just 21% expect to shop spontaneously on the day. While 30% anticipate spending a bit more than they did last year, 15% have plans to splash out much more.

“Excitement for Prime Day keeps growing and is fuelling a hunger for other online sales events,” says Brian Elliott, Partner and Head of Innovation at Periscope By McKinsey. “But for Amazon itself, it is a highly effective promotion engine that not only fuels more sign-ups to Prime membership, but it also incentivises customers to purchase and subscribe to additional Amazon own-brand products and services.”

He adds: “The extremely positive result for other brands and retailers is that consumers have clearly indicated that they have the appetite for more of these kind of shopping events. For e-commerce organisations who are able to deliver an optimised customer journey and provide a seamless experience over online, mobile and now voice, the opportunities are ripe and ready for the picking.”