Amazon is holding its second Prime Day shopping event on July 12th, it announced on Thursday, and it’s likely to generate not only more sales, but more Prime members – and more people walking around with the Amazon shopping app in their pocket.
This year, Amazon will try to extend the success of Prime Day by offering “countdown” deals for Prime members every day from July 5 through July 11 in the run up to Amazon Prime Day 2016, which will offer “blockbuster” deals on Tuesday, July 12th.
Amazon also noted there are twice as many small-business sellers around the world participating in Prime Day this year.
The obvious goal of Amazon Prime Day is to boost sales in the lazy days of summer, but the event is also designed to boost the number of Prime members – the program costs $99 for an annual membership, and only Prime members can participate in Prime Day deals.
Tom Caporaso, CEO of Clarus Commerce, an ecommerce solutions provider that owns FreeShipping.com, said if this year’s Amazon Prime Day is as successful as last year, then Amazon should see similar success in membership recruitment.
“Last year Amazon saw hundreds of thousands of new Prime members sign up as a result of the day, which is a major goal of a shopping event like this,” he said. “The increase in membership is a huge deal for merchants, especially since Prime members spend double the amount as non-members.”
Amazon is promising over 100,000 deals worldwide on July 12. Members in the US can shop starting at midnight PT, with new deals as often as every five minutes throughout the day. Members in Canada can also shop starting at midnight PT, with new deals as often as every hour throughout the day.
Amazon is also using the blockbuster day to boost the number of people who download its shopping app to their devices. Shoppers can receive notifications of favorite Prime Day deals through the app, something many people might wish to do after Amazon sold out of many deals last year.
Amazon will also reward people who own an Amazon Echo, Echo Dot or Amazon Tap on Prime Day.