Who scored big on Prime Day
Midnight marked the end of Amazon Prime Day, the first since it launched its dedicated Irish website, Amazon.ie.
It is one of the e-commerce giant's biggest shopping events, rivaling or even surpassing Black Friday and Cyber Monday for Amazon itself.
"We are excited to bring our first dedicated Prime Day to Irish customers, following our Amazon.ie launch in March," said Ali Dunn, Ireland Country Manager at Amazon.
While Prime is still relatively new in Ireland, the company said it is focused on delivering on convenience through fast delivery, savings and events like Prime Day.
"We remain committed to continuously adding more value for members in all the countries we serve, including Ireland."
Ali Dunn, Ireland Country Manager, Amazon
Amazon employs around 6,500 people in Cork, Dublin, and Drogheda, and since 2004, the retail behemoth has made direct investments in its operations here of more than €22 billion.
It has opened six sites across the country, including what Amazon terms "a fulfilment centre" in Dublin's Baldonnell Business Park, a delivery station in Ballycoolin, data centres, and two corporate offices in Cork and Dublin.
But, long before Amazon added .ie, thousands of Irish businesses had the Irish domain.
At the end of last year, the database of .ie domains was 326,562.
Many have invested significantly in their online operations in order to compete with the likes of Amazon, according to Jean McCabe, CEO of Retail Excellence Ireland.
"Amazon has been part of the retail landscape in Ireland for some time, and while initiatives like its Prime Day might lead to a short-term boost in sales for some retailers who use the site," she said.
"The bigger picture in the industry is of numerous innovative Irish retailers who themselves consistently offer world-class products and optimal service, and have also invested significantly in their online operations so they can realistically compete with larger players when it comes to features like click-and-collect or same-day delivery."
Prime 'Day' is a misnomer because while it was originally a single sales day 10 years ago, it has grown into a multi-day event.
Keeping 'Day' in the title is effective though, as it suggests urgency, keeping customers engaged and encouraging them to act quickly to bag a bargain.
This year, Amazon Prime Day spanned four days, running from July 8 to 11.
While it was in full swing, a survey commissioned by Aviva Insurance Ireland was published, shedding light on the online shopping habits of Irish consumers more generally.
There was plenty of positives for Amazon and other online retailers, as it revealed that 29% have increased their shopping online for household and clothing items compared to their in-store spending in the last 12 months.
While 20% claimed to have only increased their online shopping slightly, 9% say they have increased it significantly.
The survey sought to understand the key drivers as to why consumers are choosing to shop online rather than in-store for household items and clothes.
The convenience of shopping from home is the number one reason amongst 54% of consumers, followed by a belief that they find better prices and discounts online (51%).
Prime Day generates billions in sales within a short window for Amazon - online spending was expected to surge to $23.8 billion across US retailers, and sales were projected to rise 28.4%, according to Adobe Analytics.
Prime Day is only available to Prime members; customers who have subscribed, and membership is available for €6.99 per month or €69.90 annually per year.
The subscription strategy is a retail power play by Amazon.
According to the company's own figures, there are more than 200 million paid Prime members across 26 countries. "Most members choose to remain with Prime once they experience the unparalleled value," it said.
Prime members shop more frequently and spend significantly more than non-members, because the subscription creates a psychological commitment - shoppers want to "get their money's worth," so they prioritise Amazon over competitors.
It generates consistent revenue for the online retail giant, even when members are not shopping on its site, and the customer engagement gives Amazon deeper behavioural insights, improving targeting for advertising and product recommendations.
Prime also enhances the perception of Amazon as fast, convenient, and premium, so it is not just a shipping perk - it’s a strategic engine that boosts sales and loyalty.
Amazon uses Prime Day to entice new customers to sign up, and many remain paying subscribers, generating recurring revenue long after the event.
So, who scored big on Prime Day? You might have bagged a bargain, but Amazon was primed for victory.
