Amazon's Prime Day has become the summer's largest shopping event since its inception in 2015. Now running for 96 hours, Prime Day is expected to generate $23.8 billion in U.S. online spending, which is a 28% increase from the previous year. Walmart has responded by launching Walmart+ Week concurrently, focusing on exclusive member perks and enhancing its retail media capabilities. Brands must carefully balance participation in these high-stakes events to manage tight budgets and competitive pressures.
Amazon's Prime Day has evolved into a significant summer shopping event, whereby brands must engage strategically to maintain visibility amidst rising costs and competition.
Both Amazon and Walmart leverage these July sales events not only for discounts but as battlegrounds for shopper loyalty, advertising expenditures, and expanding retail media influence.
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