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.

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