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The consumer world just experienced its first ever “Prime Day,” so named because Amazon® Prime members enjoyed the equivalent of that post-turkey dinner retail extravaganza known as Black Friday. Did the event live up to the hype? Determined to track the event as it happened, we set up some searches in LexisNexis® Newsdesk, conducted some reconnaissance on our favorite social media sites, and visited Amazon.com once or twice—just to be thorough, of course. What did our media monitoring efforts reveal?
Broadcast Media Led the Buzz before the Event
Leading up to Prime Day, Amazon was ahead of its retail competitors in terms of visibility across all types of media, but especially broadcast.
Media Coverage (7/6 - 7/14)
Competitors Tried to Capitalize on the Prime Day Buzz
While rival Walmart® threw down the gauntlet—and received a boost in mentions for its efforts, other retailers’ attempts to turn mid-July into a bargain shopping paradise didn’t earn much media attention, despite the fact that some have been doing it for years. Walmart, however, was frequently singled out, with USA Today claiming that “The Walmart vs. Amazon fight for retail domination just escalated.”
Amazon's Competition Mentioned in Prime Day Articles (7/6 - 7/16)
During the Event the Chatter Was High, but Sentiment was Low
If you watched the Twittersphere for #PrimeDay mentions or checked your social media feed to see what the buzz was, you couldn’t miss the shift in sentiment from excitement at the expected deals on HD TVs and other cool gadgets to scathing, yet funny comments on the unexpected collection of items included in the Prime Day sales. In a follow-up article, USA Today likened the odd-ball assortment of items ranging from extra-long shoehorns to seatbelt extenders to “… items laid out for a grandma-died, got-a-divorce, getting-rid-of-stuff-you-bought-online-while-drunk-but-definitely-never-needed garage sale down the street.”
Media Monitoring Improves Agility
Despite the disappointment expressed by shoppers on their social media feeds, post-Prime Day analysis indicates that Amazon is still experiencing media attention from the buzz the sale generated, and ultimately, Amazon learned a lot about its Prime members for future sales events. Following up on the Prime Day buzz, the Chicago Tribune reported that orders exceeded Black Friday’s and more than 28,000 Rubbermaid sets sold in 15 minutes. No word on how many extra-long shoe horns are shipping today, but there’s always next Prime Day if you missed out.
Amazon Prime Day Coverage Over Time
The bottom line? Monitoring media and leveraging near-real time analytics to assess sentiment allows organizations to respond rapidly to demands, improve your marketing and make faster, smarter business decisions. And that is a prime deal!
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