Amazon Prime Day 2017 is upon us.

In 2016, the platform sold an estimated 636 items per second and delivered a 60% increase in orders globally when compared with Prime Day 2015. With the ever increasing attention on Amazon, including the recent Whole Foods acquisition announcement, we are particularly interested in how customers respond to Prime Day 2017.

For brands that have been treating every day like Prime Day by continually optimizing their listings, driving content and marketing initiatives, and making Amazon a focal point of their digital strategy, the next 48 hours will be exciting. With the anticipated spike in shoppers who are ready to buy, organic positioning across search results will put brands in an ideal position to take advantage of the increase in traffic.

While the sales of Prime Day 2017 will soon be tallied, we’re also focusing on the broader, long-term implications of the event as it solidifies its place on the retail calendar.

Prime Day starts at 9 pm EST on Monday, July 10, and ends at 3 am EST on Wednesday, July 12.

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