Daily Insights

Amazon’s Days of Deals

By: Mackenzie Baker | Nov 23, 2020

From November 20-27, Amazon shoppers can access deals across multiple categories as part of the tech titan’s early holiday shopping push. Shoppers can peruse products from toy, kitchen, and beauty brands with steep discounts to make up for the abnormal shopping period. 

Due to the Coronavirus pandemic, many brands launched early holiday sales in a bid to retain consumer engagement despite a loss in revenue and foot traffic. Although Amazon has faced a sales surge—rather than decline—during the pandemic, the reigning retailer rolled out limited-time sales nonetheless. For its Black Friday week-long sales push, Amazon offers exclusive sales deals across industries, with special prices announced for its own brand products as well, including  the Alexa, Echo, and Fire TV devices. For those who already own an Amazon Alexa, they can ask the device “Alexa, what are my deals?” to gain access to exclusive sales that can then be purchased via voice authorization. In addition to its tech savvy buying opportunities, Amazon extended its return window, giving consumers until January 31 to return items for free. 

In light of current events, many retailers have adjusted their sales—or cancelled Black Friday shopping altogether. With more people shopping online this season, however, it makes sense that Amazon would double down on its deals to captivate consumers. As a digitally native brand, Amazon could use its e-commerce imminence to spark holiday spirit and potentially bring in more consumers looking for quick, low-priced presents according to a Gartner report. Offering several consecutive days of deals could also help the brand boost engagement and spur repeat visits from consumers interested in seeing all of the different sales. However, Amazon could face steep competition with its Black Friday initiative, as many brands like Target, Bed, Bath & Beyond, and Dollar General have already kicked off their holiday sales specials. Amazon will also have to differentiate its new push from its Prime Day appeals, as postponing the event left it in closer proximity than usual to Black Friday, which could leave consumers looking for something original in terms of holiday advertising. 

With its seven days of sales, Amazon could connect with consumers looking for deals in every department. By flexing its digital capabilities, the tech titan could engage a wider range of shoppers, allowing it to sustain sales through the holidays and beyond.