Amazon Prime Day's rising prominence as an anticipated shopping day is creating new opportunities for brands and sellers. Not only does it help boost sales during the mid-summer spending lull, but proactive marketing efforts can create a halo effect for brands that spurs ongoing results. Jeff Cohen, partner and CMO at ecommerce tool provider Seller Labs, spoke with eMarketer's Andrew Lipsman about what marketers should do before, during and after Prime Day to benefit from the shopping surge.
Having witnessed the ascension of Prime Day these past three years, why do you think the promotion has taken hold so strongly with American consumers?
We as shoppers like sales and the opportunity to get a discount and try new things. The excitement of it is finding things we were looking to buy, thinking about buying or had no clue we wanted. Like a lot of consumer shopping days today, people want the experience more than they want the actual shopping.