How Amazon Builds Channels
The annual Amazon Prime Day is more than just a summer sale. It’s a massive experiment in how consumers respond to new channels for digital commerce.
Amazon’s third annual Prime Day will likely share the immense success of its two first years, but Amazon’s goal with this invented holiday isn’t just about driving sales. Prime Day is first and foremost a recruitment drive for Amazon Prime — the heavily discounted sale items are merely bait to make that happen — and for any new sales channel that Amazon is testing.
Certain deals are explicitly tied to Amazon’s Alexa voice assistant, and the company is also shining a spotlight on its mobile app.
The lead-up to Prime Day saw the introduction of several new devices that can accept payments for other Amazon products: the Echo Show, the Echo Look and the Amazon Dash Wand.