Private brands primed for Prime Day

Dan Ochwat
Executive Editor
Dan Ochwat profile picture

While Amazon’s highly anticipated sales event Prime Day had to be delayed from its usual July timeframe due to the pandemic, the e-tailer announced it will happen Oct. 13-14, and many of its store brand items will be available at discount.

For Prime Day, the retailer will have deals on its popular features such as Amazon Music, Prime Video, Amazon Devices, Kindle and other own brand gadgets, but it also will have a deal on ordering groceries through Amazon Fresh, looking to build trial of the service. For Prime Day, Prime members can get $15 off their first order of $50 or more on Amazon Fresh items during the event.

In its own brands Amazon Brands area, Amazon said Prime members can save up to 40% on select clothing styles including Amazon Essentials and Goodthreads, 40% on pet essentials from Wag, 20% on Belei skin care products, 20% on baby essentials from Mama Bear, 20% on health and personal care products from Solimo, 20% on coffee and snacks from Amazon Fresh, Happy Belly, and Solimo, and 20% on health and wellness products from Revly, Amazon Elements, and Amazon Basic Care.

Amazon has pivoted its Prime Day to be a kick-off of holiday shopping, leading into the Black Friday and holiday shopping around the corner. 

Greg Mercer, an Amazon seller and CEO of Jungle Scout, said Prime Day usually sees a sales spike equivalent to the Q4 holiday spike, “but this year is unprecedented due to Amazon Prime Day, Black Friday, Cyber Monday, and the holiday shopping season all happening within 2-3 months.”

Jungle Scout recently conducted a consumer trends report, surveying more than 1,000 shoppers and found insights specifically related to Amazon. 

The company learned 39% of U.S. consumers definitely plan to shop on Prime Day and another 33% say they “maybe” will.

It also learned that 42% of U.S. consumers have shopped on Prime Day in the past, and 58% of U.S. consumers are currently Amazon Prime members and another 10% plan to get Amazon Prime accounts in the future.

See all of the special deals across categories here that Amazon is anticipating for next month’s Prime Day.