How Amazon conquered Cyber ​​Monday, counted through the deals – Quartz



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There are many ways to track Amazon's amazing rise in global consumerism: its revenues, its market capitalization, the price of its shares, its growing record of Amazon Prime members. In honor of the holiday shopping season, here's one more: Amazon's annual Cyber ​​Monday release.

2008: "Amazon.com offers Black Friday deals now through Cyber ​​Monday"

Amazon began to annoy its Cyber ​​Monday offers in a press launch 10 years ago with a modest variety of offers . They included a watch with a Tommy Hilfiger green bezel for men ($ 49.99 from $ 105), a 42-inch Panasonic Plasma HD 720p television ($ 699 from $ 999) and Adele's "19" ($ 8.99 from $ 15.98). To compete better with traditional stores, Amazon also invited shoppers to send a text message with "COMPARE" to "AMAZON" (262966) with the name of the product, promising to respond with a text message with the price on Amazon.com.

2009-2010: "Amazon.com starts the holiday shopping season" and "Holiday offers continue on Cyber ​​Monday at Amazon"

Over the next two years, the selection was similar: televisions, kitchen gadgets, fantasy watches for men and pop cultural hits (box "The Twilight Saga Collection", created by Stephanie Meyer in 2009, and an MP3 download of "The Fame Monster", by Lady Gaga in 2010). Amazon also began to highlight offers that were "exclusive to Amazon," including an Edward Cullen 17-inch "Twilight" doll in 2009 ($ 89.99 from $ 139.99).

The company encouraged buyers to avoid the hbadle of brick and mortar retail, and to check their page for offers "often" to see sales later in the week. "There's no need to fight the crowds for parking spaces or stand in long check-out lines just to try to get a handful of offers on devices that might not have the features you really want," Paul Ryder, the then Amazon's vice president of electronics said at the launch of 2009. "Buyers will truly benefit by doing a simple online research without leaving the comfort of their homes."

2011: "Cyber ​​Monday: The best deals of the season – No Fighting for Parking, No waiting in line, Just lean back, lift your feet and buy."

In 2011, the headline of the press release press release of Cyber ​​Monday received a lot more and, for the first time, presented Amazon products. The release highlighted Amazon's newest Kindles and cited Sally Fouts, director of public relations, who called Kindle Fire the "best-selling item on Amazon." The series "Twilight" made a repeated appearance, this time with DVD for $ 6.99 each, and instead of watches there was the Panasonic Linear Vortex Shaving System. Amazon also invited customers to "make sure you get competitive prices" in physical stores using the "Price Check by Amazon application" for iPhone and Android.

2012-2015: "Great deals do not stop at Black Friday – Amazon offers huge savings for Cyber ​​Monday" to "Amazon.com offering its best deals of the year in celebration of Cyber ​​Monday"

In these four years, the number of Amazon offers was extended in its Cyber ​​Monday release. In 2012, the company highlighted 31 of "thousands" of agreements; the following year they made fun of 54 offers and, for the first time, divided them into categories ("Electronics", "Pets", "Kitchen"). Amazon continued to prominently promote its own products, which by 2015 included Amazon Echo, several Kindle, Amazon Fire TV and one year of unlimited storage on Amazon Cloud Drive. Sadly for vampire fans everywhere, no "Twilight" product made the list these years.

2016: "Amazon.com Cyber ​​Monday Deals Are Here!"

At this point, Amazon has gone from being "seller of things" to "Amazon seller." In 2016, he highlighted 60 offers, led by a new category, "Amazon Devices." That included savings on 13 different Amazon products, from Dash Buttons ("99 cents to buy and $ 4.99 credit again after their first purchase") to Kindles at Echo Dot ("only $ 39.99"). Other electronic products were derived to second place in the list. Amazon also emphasized Prime, announcing savings on calendars sold with Prime photos, delivering through its one-hour Prime Now service, and other benefits enjoyed by Amazon Prime members.

2017: "Amazon Cyber ​​Monday brings incredible offers and convenient delivery"

This year, the "Amazon Devices" category has returned, with attention focused on Alexa and the new Echo products that it announced in September. Amazon is strongly pushing its voice-enabled personal badistant, with discounts of $ 20 to $ 50 on its Echoes and an offer for Alexa owners to buy select offers starting at 5 p.m. PT of November 26. Perhaps worried about the growing technological reaction, Amazon is also showing its charitable side, reminding shoppers that they can "easily return their favorite charity while they shop through smile.amazon.com".

But here's the real trick: Amazon is pushing "New ways to buy" that, well, they're not very new at all. They include the purchase of Alexa devices in more than 100 Whole Foods stores (Amazon bought Whole Foods in June for $ 13.7 billion), had "pop-up stores" in five cities where customers can try out devices and get more information about Amazon Prime and $ 10 Amazon. com credits for clients who spend $ 30 or more on Amazon Books, a chain of physical bookstores. In other words, 10 years after Amazon.com started promoting Cyber ​​Monday in press releases, it is trying to disconnect things. So much for "Just Lean Back, Put Your Feet up and Shop".

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