Amazon Prime Day

“Amazon is taking a page out of the Alibaba playbook. Similar to Alibaba’s Singles Day, Amazon is creating a shopping holiday for consumers. While brands might be eager to participate, they also need to be cautious,” said Scott Heimes, CMO from global eCommerce provider, Digital River. “With this new event, Amazon is creating more reasons to take shoppers direct – capturing not only mindshare and wallets but also valuable customer insights and relationships. Brands might discount prices but they should be careful not to discount the importance of maintaining a direct relationship with their customers. When brands go direct, they have more control over their image, on-going social connections and lifetime customer strategies.”

Scott Heimes, CMO from Digital River

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