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Amazon Prime Day 2021: Discounts May Not Be As Big As You Think


Amazon.com’s two-day Prime Day event will be arrive on June 21 and 22 this year, with other big retailers like Walmart taking part in the action with their own sales. But the summer discounts offered by Amazon and its competitors may not match the type of door-to-door sales that are typically available before the holidays, according to market research.

The discounts offered to shoppers during the Prime Day event are typically less than 10%, according to a study by Adobe, which analyzed aggregate sales data across retailers, including Amazon and its competitors, from Prime Day. By comparison, Cyber ​​Monday weekend, which falls after Thanksgiving, typically offers twice the discounts, according to their analysis.

This may not deter shoppers from splurging on Amazon Prime Day, given that 6 in 10 Americans have told Adobe that they plan to shop during Prime Day this year. Americans are opening their wallets like never before as the pandemic recedes and retailers, restaurants and other businesses reopen. Almost a third of consumers polled by Adobe said they even plan to spend some of their stimulus money at the business event.

“We expect Prime Day this year to exceed Cyber ​​Monday 2020 spending levels,” said Jason Woosley, vice president, products and commerce platforms, at Adobe Experience Cloud. “It’s a huge lift happening in mid-June.”

The best categories to score business will likely be toys and electronics, with last year’s Prime Day showing discounts of around 8% and 7%, respectively, according to data from Adobe. Sporting goods had the smallest discount, at 1.2%.

“There just aren’t a lot of discounts,” Woosley said. “For a retailer, it’s tolerable – they can generate buzz without sacrificing too much.”

Why is Prime Day in June this year?

When Amazon first launched Prime Day in 2015, it scheduled the event for July – a schedule it stuck to until the pandemic struck last year. Due to the disruption, Amazon pushed Prime Day back in 2020 to October. But this year, it moves the event a month earlier than normal.

The reason might not be to coincide with the Olympics, which kick off in Japan on July 23, but some experts point out that pushing the event back to June puts the sale into the second quarter – a generally slow period for retailers. On top of that, Amazon faces tough comparisons to the period a year before, when many consumers switched to online shopping due to lockdowns and fears about physical purchases as the pandemic spreads.

And don’t underestimate the allure of a final Prime Day blockbuster in June for Amazon Founder and CEO Jeff Bezos, who passed the torch from CEO to successor Andy Jassy on July 5, a 27-year-old. day he first incorporated Amazon.com as a business concept.

Will the pandemic have an impact on prices?

It is possible that the semiconductor shortage could impact the price and availability of certain products that require chips, such as televisions, said Nathan Burrows, editor of offers on New York Times product recommendation site Wirecutter. Products like game consoles, which were scarce last year due to growing demand and supplier shortages, are expected to sell for at or near a high price, he said.

Rising inflation on consumer staples could also impact Prime Day, leading to smaller cuts than in previous years, Burrows added. Prices for everything from groceries to appliances are on the rise, according to recent data.

“All of this means that buyers have more reason than ever to be skeptical of the supposed offers,” Burrows said.

What other retailers will have sales?

But while “legitimate sales” may be hard to come by on Prime Day, consumers will likely have more stores to compare this year, according to Burrows.

Walmart, for its part, is having a competing sale called “Deals for Days,” which will start a day earlier than Prime Day and end a day later – June 20-23. The retailer said it will have deals on electronics like the iHome Robot Vacuum Cleaner Nova Auto for $ 299.00, down from its regular price of $ 599.00.

Best Buy, meanwhile, is already holding its “The Bigger Deal” sale, which ends on June 22. Target, for its part, is offering a “Deal Days” event from June 20 to 22. Other retailers can also set themselves apart from the competition. with their own sales, experts therefore advise consumers to compare prices.

Price comparison tools like CamelCamelCamel can be helpful in determining if you are really getting a good price.

What will be the best Prime Day deals?

Amazon is likely to continue its tradition of offering deep discounts on its own electronics, such as Kindle eBook readers and Echo smart speakers, Burrows said.

Other products to watch out for are kitchen appliances such as instant pots or coffee makers, personal care appliances such as electric toothbrushes, baby equipment such as car seats and strollers, vacuum cleaners and headphones, among other types of products, according to Wirecutter.

Amazon already offers some pre-Prime Day sales, such as $ 50 off the Apple Watch Series 6 GPS model in 40mm size and $ 150 off the Shark AI Robot Vacuum (RV2001).

Before you buy, do your research, said Adobe’s Woosley. “Don’t just assume it’s the best deal because it’s being given to you,” he said.

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