Seize the (Prime) Day

Today, if you’re in retail marketing all you hear about is Amazon and how it’s taking over the world. You are also aware that it's more than minimally impacting your world.  Even my 8-year-old knows all about the power of Amazon.

With Amazon Prime Day quickly approaching on July 11, I put together my wish list for the perfect Prime Day—because for me, Amazon is not about deals or discounts. And, my Prime membership is not about deals or discounts.

Prime makes my life easier. It’s assurance that something will arrive when Amazon says it will. And, through this, I have grown to really trust Amazon to the point where almost all of my purchases are made through Amazon. I want Prime Day to be a celebration of my relationship with Amazon. I don’t want it based on deals—I want it to be driven by things that matter to me. And if Amazon has been listening and paying attention, there is no company that could possibly know me and my family better.   

As a celebration of our relationship, here is my Prime Day wish list: 

  1. Remember when? Smart relationship marketing captures, reinforces and merchandises our time together. You know how long I’ve been a member—it’s showcased on your new dashboard after all. So why not Time Hop Amazon-style? Remind me of how many boxes of diapers I’ve bought. The movies I’ve watched over and over. Or how many books I’ve read. Remind me of the emotional connection and the role you’ve played in my life.  
  2. Show me what you’ve got. Amazon has so many add-ons and this is the perfect opportunity to show off everything it can do. If you’re going to offer discounts do it meaningfully on tools that will be relevant to me. This year, Prime Day has discounts on Audible and Kindle Unlimited, but what about AmazonFresh? Help me see more value in everything you offer, or at least some of the things I’m most likely to try next. 
  3. Just for me. Okay, if you’re going to continue to offer discounts on product, at least position them in order of what is most relevant to me. If I’ve never expressed interest in car accessories, don’t put them at the top of the list. That's what other retailer marketing efforts do.
  4. Try before you buy. In 2015 for the first Prime Day, there were lots of discounts on Amazon devices—and lots of customers grumbling about it. They had yet to meet Alexa, so why should they buy one? Much like Prime Wardrobe where you can try before you buy, let me try some of your products for a little while. Send me the Alexa for a trial window so I can truly see the value to my household.  
  5. Know my habits. Amazon knows what I buy regularly. So for all Prime members that are repeatedly buying products, like the current users of Prime Pantry - just go ahead and send us the Dash button. You know I will get value from it, so for Prime Day, why not just give it to me? 

At the end of the (Prime) day, I want to feel different from every other retailer’s mid-year sale. Every other retail marketing team is focused on discounts (all the time) and it doesn’t feel right for Amazon. Jeff Bezos talks about taking risks and being a Day 1 company. I challenge Amazon to follow its own advice with Prime Day. Be different. Be relevant. Be smart. And send me one of your devices while you’re at it.