Amazon Prime Day is coming up and the ecommerce giant is customizing its deal to push for more grocery gains, reports news and analysis company PYMNTS.
Amazon is taking its learnings from last year’s event growth in the category and is doubling down on food and beverage deals. Leading up to the event, Amazon is offering grocery-specific deals for its Amazon Fresh stores. Deals include:
- 20% off in-store purchases leading up to the event
- 30% on early Prime Day deals across ecommerce and brick-and-mortar channels
- $20 off purchases of $100 or more online during the event (July 11 and 12)
- 6% back to members who use its credit card at Amazon Fresh stores
A PYMNTS study conducted last year showed an uptick in grocery spending during the event: Nearly one-in-four Prime Day participants (23.1%) purchased groceries. This share was up from 20.5% the year prior.
These aggressive grocery deals come as Amazon is still trying to find a path forward for its Fresh stores. The company opened 22 new Amazon Fresh locations in 2022. Since then, some have already closed and others were put on hold, even though CEO Andy Jassy said in February that the company has “a very significant opportunity in the grocery segment.”
“We wish we were further along [in mass-market brick-and-mortar grocery] at this point,” he said. “We’ve tried lots of ideas. We haven’t yet found conviction around the format that we want to go expand much more broadly.”
