|Thu July 12 2018 16:14:08|
eBay Tries Competing with Amazon on Price in New Ads
By: Ina Steiner
Okay, it's time to 'fess up. When eBay announced
on Monday that it was launching deals this week including "more than a hundred deals for $119 - all with free shipping, no membership required," did you understand the significance of the $119 price tag?
According to Ad Age, that was eBay "throwing shade at" Amazon (a slang term
used to describe insults). The magazine for advertising professionals explained that eBay was offering its deals at $119 because it is the same price of an annual Amazon Prime membership.
Ad Age said eBay was in "attack mode" and called Monday's release a "new push" in its Fill Your Cart with Color campaign "aimed squarely at its Seattle-based competitor." The timing and tone of the announcement makes that clear, but eBay's attempt to show shoppers what they could buy with $119 instead of putting toward Prime membership without actually mentioning Amazon or its Prime program may have been too subtle.
Ad Age also revealed that eBay began airing two new 15-second digital spots on Monday. One calls attention to eBay prices with "no membership required"; the other calls attention to eBay's "Best Price Guarantee." You can view one of the ads in the Ad Age article
, "eBay Throws Shade at Amazon Ahead of Prime Day."
Have you seen the ads in the wild? Let us know what you think of eBay's strategy to compete with Amazon on price.
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