ColumnistsJun 01, 2021
The Smart Lab: How To Increase Your E-Commerce Sales for Father’s DayMajorsJun 09, 2021
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.
Amazon’s annual Prime Day sales event is slated for June 21-22. (Image courtesy of Amazon)
Seattle—Amazon will hold its seventh annual Prime Day sale this month, but competing sales and an incentive from the retail giant to shop small may benefit other retailers, too.
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.
Related stories will be right here …
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
