Prime Day Win Would Buoy Challenged Amazon

Prime Day 2020 illustration feature

Amazon is looking for a big win from Prime Day 2022, officially July 12-13, to help restore some mojo to a company unaccustomed to criticism for earnings challenges, overbuilt warehouses and a stock that shed 40% of its value in the past 12 months, pre-split.

This is the first time since 2019 that Prime Day has returned to its accustomed spot in mid-July, with the pandemic disruption moving it to October in 2020 and up a month to June last year. It’s also the first extravaganza since Amazon raised the price of a Prime subscription by 17%; padding the 200 million-plus members is a key objective of the event.

The two-day event, still called by the singular title, will as always feature a boatload of deals, specials, new product rollouts and this time a music video tie-in and a 1980s throwback remix from pop star Jon Baptiste.

Other celebrities will help pump up the livestream shopping aspect of Prime Day, with early deals available starting June 21. They will be pitched during appearances by “Real Housewives” star Porsha Williams, the TikTok father-and-son team of Joe and Frank Mele and “Vanderpump Rules” actress Lala Kent. Also, former Disney star Hilary Duff will join SMB owners to showcase their products on June 28.

New additions to the 18 participating countries in Prime Day 2021 include Poland and Sweden. There will also be Prime Days later this summer in India, Saudi Arabia and the United Arab Emirates, and for the first time in Egypt.

Capitalizing on sentiments and preferences of a growing legion of shoppers, Amazon has added a category of “climate pledge friendly” products to those being highlighted, which also include “customers’ most loved” and “internet famous.”

As it does every year, Amazon is playing up deals on its own line of branded products, including Echo smart speakers and Fire TVs, Blink video doorbells and Kindle devices. Also new this year is the option of buy now pay later installment purchases through a recent partnership with BNPL provider Affirm, one that’s eagerly sought by inflation-weary consumers.