Prime Day has become an event, according to strategy and management consulting firm A.T. Kearney, with 63% of Amazon.com customers planning their participation in the promotion four days before its launch, but that doesn’t mean the e-tailer is the only company that benefited from the occasion.
According to an A.T. Kearney survey, attempts by other retailers to promotionally piggyback on Prime Day are getting some traction. In all, 40% of 1,000 Amazon customers surveyed purchased goods from other retailers on Prime Day. Another 25% of survey respondents said they price compared items with other retailers during Prime Day but purchased on Amazon.
The survey asked Amazon customers purchasing elsewhere which of six major online and omnichannel retailers gained a transaction from them. The top alternative retailer was Walmart, followed by Target, Best Buy, Macy’s and, in a tie, Kohl’s and eBay. In the case of the omnichannel retailers, in each case about a third of purchases occurred offline, the survey indicated.
Still, Amazon continues to gain sales momentum on Prime Day. In the survey, 52% of Amazon customers said their Prime Day purchase was the first they ventured during the event.