Amazon Prime Day has gathered momentum at an impressive speed in a short time: ever since its launch in 2015 to commemorate the 20th birthday of the brand, this shopping event has totalled record-breaking global sales figures every year. Globally, between 2018 and 2019, the number of items purchased by Amazon Prime members on this day increased by 75 percent. In the UK itself, shoppers made more purchases on Prime Day in 2019 than they did during previous years. Yet in the wake of the coronavirus (COVID-19) crisis that caused major disruptions in the retail sector, Amazon decided to put the brakes on the 2020 Amazon Prime Day festivities and postponed the event to an undisclosed further date.
Amazon Prime Day deals are exclusive to Prime members. The online retail giant’s paid subscription service grants its members a variety of advantages, such as free shipping on Amazon orders and access to Amazon’s video and audio streaming platforms among other smaller perks. In the United Kingdom, recent years saw interest in Amazon Prime subscriptions grow. While there were just over one million Amazon Prime members in 2014, this number saw an increase to approximately 7.8 million subscribers in 2018. Having said that, as a video on demand service, revenues generated from Prime Video were still substantially behind Netflix, according to estimates.
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