How Retailers Can Benefit from Amazon’s Prime Day
An increasing number of retailers have been running promotions alongside Prime Day, according to a recent survey.

The two-day sales event, slated for June 21-22, is available exclusively to Amazon Prime members.
Amazon is kicking off the sale with several early release deals available now, including discounts on its in-house brands, like Solimo and Revly, as well as third-party products.
Shoppers can find early bird deals on Calvin Klein and Tommy Hilfiger apparel, select Xbox games, Ninja blenders, iRobot vacuums, and more.
Though Amazon doesn’t disclose its Prime Day sales numbers, it brought in an estimated $10.4 billion worldwide last year, according to Digital Commerce 360.
A survey conducted by RetailMeNot found that 81 percent of shoppers have an Amazon Prime membership, with the average consumer planning to spend $326 at Amazon on Prime Day.
Rival retailers Walmart and Target are holding their own competing sales, both starting a day earlier on June 20 and lasting longer than Prime Day.
Target’s online sales event, called Target Deal Days, will run from June 20-22. Unlike Amazon, shoppers won’t need a membership to take part in the sale.
Walmart’s event, called Deals for Days, offers online and in-store exclusive deals from June 20-23.
Shoppers are aware of the competing sales, planning to spend an average of $268 at other retailers on Prime Day.
Of those surveyed, 44 percent plan to purchase clothing, shoes, and apparel, followed by kitchen appliances (32 percent), smart home products, home décor, tablets (30 percent), and cleaning supplies (29 percent).
At-home fitness equipment (26 percent) and home office equipment (19 percent) have remained two popular categories throughout the COVID-19 pandemic.
Retailers are cashing in on the momentum surrounding the shopping holiday, with more than 350 retailers promoting alongside Prime Day in 2020, 17 percent more than in 2019, according to the RetailMeNot survey.
Small businesses may be able to get in on the action as well.
The retail giant has once again incorporated a small business promotion into this year’s event.
From now through June 20, Amazon will offer Prime members a $10 credit to use on Prime Day when they spend $10 on items sold by select small businesses via Amazon.
This also includes select products from Amazon Handmade, its marketplace for handmade goods, and Amazon Launchpad, a program designed for start-up companies.
Funded by a $100 million small business investment, the promotion looks to connect shoppers to small businesses.
From June 7 to Prime Day, U.S. customers with an Amazon Prime Rewards Visa card and Amazon Prime store card holders with an eligible Prime membership will earn 10 percent back in rewards on select purchases from small businesses.
Though Prime Day is mainly an online event, the sale will expand to Amazon’s physical retail locations, with deals available at Whole Foods Market, Amazon 4-star, Amazon Books, Amazon Pop Up, Amazon Go, and Amazon Fresh.
In celebration of the annual event, music stars like Billie Eilish, H.E.R., and Kid Cudi will star in a Prime Day Show, a three-part immersive musical event presented by Amazon Music.
Set to premiere on June 17, the show will be available to all customers, with or without a Prime membership, for 30 days.
The Latest

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.


The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.

The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.

The new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.

Participants who attend any three Rings of Strength events will be awarded a special medal.

The investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.

Smith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.

The counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.

The MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.

Casio executive and watch enthusiast Masaki Obu is the new general manager of its U.S. timepiece division.

Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.

Originally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.

Allison-Kaufman has received the honor for the fourth year in a row.

The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.

Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.

Its investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.

Nicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.

Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.

Longtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.

The full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.

Model Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.