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What you do on the day when everyone’s watching can say a lot about what you value. It can also point to where you’re heading next.
That’s true for Amazon Prime Day, which is a two-day event this year that began on Tuesday and runs through July 13. The annual sales extravaganza is a bonafide ecommerce holiday, as brands and retailers from across the landscape use the occasion to get the attention of a shopping public that is on the lookout for an online bargain.
The focus is first and foremost on all of the deals that are flowing in, and how sales are performing.
With one business day nearly complete on the East Coast, consumer insights firm Numerator offered some early numbers from its 2022 Live Prime Day Tracker. Here are a few insights so far, according to Numerator data updated at 4 p.m. EST on July 12:
- Order size: Average Prime Day order value so far this year was $52.22, while 46% of households placed orders for two or more items.
- Popular items: Items like Fire TV Sticks, Echo Dot 4th Gens and Frito-Lay Variety Packs are the most popular orders on the day at Amazon, per Numerator, while household essentials gained the highest category share with 36% of items purchased.
- Inflation’s impact: The survey results show inflation impacted 83% of shoppers, with 73% of shoppers who shopped both this year and last spending the same amount or less. This comes with the caveat that there’s still time to spend more.
The latest in shopper experience
Along with offering deals and signing up new Prime members, Amazon has used the occasion of its own holiday to test and grow new shopping features. Here’s a look at a few that we’ve spotted:
Alexa-powered devices aren’t only some of the top selling items on Prime Day. The voice technology is also a key part of Amazon’s efforts to let folks know about the deals being offered. On newer Echo devices, Amazon allows users to enable deal alerts. As opposed to needing to stare at the short-term Lightning Deals page for hours in hopes of the right find, this feature provides alerts that tell a user when an item in their cart, wish list or saved-for-later file goes on sale. While it’s especially useful for Prime Day, the company rolled this out for use anytime to all members earlier this year.
Amazon Live is the company’s answer to QVC for the influencer age. It is getting lots of use for Prime Day. In the run-up to the event, Amazon featured chats with celebrities like Kevin Hart, Australian model Miranda Kerr and actress Kyle Richards. During the event, influencers like Porsha Williams, Paige DeSorbo and JoJo Fletcher are going live to chat about the deals they’re seeing. As Techcrunch pointed out, Amazon’s livestreaming strategy is also a creator-forward strategy. Gen Z shoppers tend to trust creators over more traditional advertising, and livestreaming is one way to connect.
Buy With Prime
As MarketPlace Pulse pointed out, Amazon’s recently-unveiled service that embeds Amazon Prime’s shipping and delivery guarantees on websites beyond Amazon.com is also making a Prime Day appearance on the websites of a few merchants. Amazon has also curated a selection of the deals offered by these DTC brands. While a small experiment, these are the first time official Prime Day deals are available outside Amazon. In effect, it means the company’s reach is even extending to the halo sales events.
Another Prime Day
Perhaps the biggest innovation in Prime Day for 2022 is that there are expected to be two big deals events. After this summer Prime Day concludes, the cycle is poised to start over again for a Prime Fall event, CNBC and others have reported. For brands and sellers, it means there will be a chance to keep the momentum from this event going, and apply learnings quickly.
Trending in Retail Channels
Amazon partnered with Hexa to provide access to a platform that creates lifelike digital images.
Amazon sellers will be able to offer a variety of 3D visualizations on product pages through a new set of immersive tools that are debuting on Tuesday.
Through an expanded partnership with Hexa, Amazon is providing access to a workflow that allows sellers to create 3D assets and display the following:
- 3D images
- 360 viewing
- Virtual try-on
- Augmented reality content
- High-definition marketing materials, including packshots and lifestyle images through AWS Thinkbox.
Selllers don't need prior experience with 3D or virtual reality to use the system, according to Hexa. Amazon selling partners can upload their Amazon Standard Identification Number (ASIN) into Hexa’s content management system. Then, the system will automatically convert an image into a 3D model with AR compatibility. Amazon can then animate the images with 360-degree viewing and augmented reality, which renders digital imagery over a physical space.
Hexa’s platform uses AI to create digital twins of physical objects, including consumer goods. Over the last 24 months, Hexa worked alongside the spatial computing team at Amazon Web Services (AWS) and the imaging team at Amazon.com to build the infrastructure that provides 3D assets for the thousands of sellers that work with Amazon.
“Working with Amazon has opened up a whole new distribution channel for our partners,” said Gavin Goodvach, Hexa’s Vice President of Partnerships.
Hexa’s platform is designed to create lifelike renderings that can explored in 3D, or overlaid into photos of the physical world. It allows assets from any category to be created, ranging from furniture to jewelry to apparel.
A Hexa 3D rendering (Courtesy photo)
The result is a system that allows sellers to provide a new level of personalization, said Hexa CEO Yehiel Atias. Consumers will have new opportunity see a product in a space, or what it looks like on their person.
Additionally, merchants can leverage these tools to optimize the entire funnel of a purchase. Advanced imagery allows more people to view and engage with a product during the initial shopping experience. Following the purchase, consumers who have gotten a better look at a product from all angles will be more likely to have confidence that the product matches their needs. In turn, this can reduce return rates.
While Amazon has previously introduced virtual try-on and augmented reality tools, this partnership aims to expand these capabilities beyond the name brands that often have 1P relationships with Amazon. Third-party sellers are an increasingly formidable segment of Amazon’s business, as they account for 60% of sales on the marketplace. Now, these sellers are being equipped with tools that enhance the shopping experience for everyone.
A video displaying the new capabilities is below. Amazon sellers can learn more about the platform here.
Hexa & Amazon - 3D Production Powerhousewww.youtube.com