Worldwide sales from Amazon's Prime Day are expected to jump 43% from 2019 levels to $9.91 billion, eMarketer said.
"Most direct-to-consumer brands are nimble enough that they can adapt and roll with the changes that are happening," said Taylor Sicard, co-founder of Win Brands Group, which owns a number of brands including the candles company Homesick. "This entire year is a great example — brands have had to adapt week by week, month over month."Two of Win's brands, Homesick and the ring maker QALO, will hold sales, for 10%, 15% and 20% off, around Prime Day this year.
"But the way I see Amazon, I treat it the same way I would a big-box store, just on the internet," he said. Benefitting from Amazon's annual Prime Day surge could be enough reason for some retailers to join its platform. Worldwide sales from the 48-hour shopping event, which kicked off Tuesday, are forecast by eMarketer to jump 43% from 2019 levels to $9.91 billion.
Sixty-three percent of consumers say they are "very likely" to compare Prime Day promotions with other retailers' deals before they make a purchase, according to The NPD Group, which tracks the receipts of more than 130,000 consumers.
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