Amazon Prime Day 2022: Shoppers set to be hit by ‘choice overload’
Millions of shoppers could abandon their carts this Amazon Prime Day, with one in ten UK consumers deserting purchases when offered an overwhelming level of choice.
That’s according to a new study conducted by Emarsys, involving 2,041 Brits.
Prime Day takes place this week.
It kicks off on 12th July at 3 a.m. EDT and runs through to 13th July for Prime members in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, the UK, the US, and for the first time ever in Poland and Sweden.
Later this summer, Prime Day deals events will be held in India, Saudi Arabia, and the United Arab Emirates, as well as in Egypt for the first time.
The Emarsys research also found that when UK shoppers feel overwhelmed with choice 24% admit to ‘defaulting’ to their usual brand of choice, while 17% revert to the cheapest option available.
With so many marketplace sellers and brands competing on Prime Day, Emarsys’ data also provides tips on how consumers would like brands to cut through the noise:
21% want brands to prioritise promotions they are personally interested in.
15% want brands to only display products that they have previously bought.
14% would like brands to offer less choice and have fewer products on sale.
Kelsey Jones, Global Director of Product Marketing at Emarsys, says: “Consumer choice is not a bad thing, but in the busiest sales periods it’s important that retailers don’t overwhelm their customers to the point of paralysis.”
“Brands need to empower shoppers with the products, promotions, and information they want and need to make informed decisions. Beyond that point, they risk overloading them.”
“While major sales events are a great opportunity to offer customers discounts on a wide range of products, retailers must focus on getting the right products in front of the right people — that requires a targeted, data driven approach.”
“For brands like Amazon, the mix of online deals and data gathered in-store (via Amazon Fresh and Amazon Go) creates a powerful targeting combination.”
“Other brands should learn from this omnichannel approach, while those who are purely e-commerce must work even harder to anticipate their customer needs and personalize their experiences.”
“Whether it’s Amazon Prime Day, the Jubilee, or even the Christmas sales, brands like Puma or adidas Runtastic need to deliver highly targeted marketing and sales strategies rather than a barrage of potentially irrelevant options. It’s not about less choice. It’s about offering the right options.”
