Texas Tech University

Amazon's Prime Day Drives Shoppers to Other Retail Sites Too

Matt Lindner

June 29, 2017

Digital Commerce 360 - Experts caution retailers against getting into a price war with Amazon on Prime Day and encourage them to think about the long game.

"In a broader sense, Prime Day encourages people to shop online," says Mayukh Dass, an associate professor of marketing in the Rawls College of Business at Texas Tech University. "Customers will focus on products on the Amazon website, but not all products are attractive. This may push customers to check out other retailers."

Shoppers can expect other retailers to follow suit with promotions, much as they have in the past.

Last year, 23 of the 50 largest non-Amazon retailers in the U.S. ran an online sale in conjunction with Prime Day, including the likes of Wal-Mart Stores Inc. (No. 3), Dell Inc. (No. 4), Macy's Inc. (No. 6) and Kohl's Corp. (No. 18). None directly mentioned Amazon in their promotions, although Best Buy Co. Inc. took a not-so-subtle jab in its marketing messaging, specifying that its promotion was "Deals for all. No membership needed."

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