Summary List Placement
Celebrity promotions are noticeably absent at this year’s Prime Day, just a year after Amazon had made a concerted effort to feature them more prominently during its annual shopping event.
That means there’s no Taylor Swift live concert to kick off Prime Day. A separate page titled “Star-Studded Deals” also is gone. Products endorsed by Kobe Bryant, Will Smith, and Mark Wahlberg, to name a few, no longer have prominent placements on Amazon’s marketplace.
The change comes after a major reduction in Amazon’s marketing spend this year, in part to control the COVID-driven spike in orders. After experiencing significant pressure across its supply chain network during the pandemic, Amazon made a series of moves to meet the heightened demand, such as restricting products in its warehouses and extending shipping times for non-essential items.
The elevated demand is expected to continue through the holiday season, possibly negating the need for celebrity promotions intended to create more buzz around exclusive products.
“Given the disruptions we’ve seen from COVID, there are likely fewer bespoke and limited-run products available this year than last, and the overall trend towards unique products is less important when you’re focused on scarcity,” Hilding Anderson, the head of …read more
Source:: Businessinsider – Tech