We’ve tripled the duration of the event compared to 2023 so our customers have more time to take advantage of exclusive offers and coupons.
Amazon arrived in Brazil in 2011, with the launch of Amazon Web Services (AWS). Soon after, it introduced Kindle and the sale of eBooks, followed by Prime Video and the expansion of its marketplace in 2017. Two years later, Amazon Prime was officially announced in the country, kicking off the growth of the retail operation. Since 2011, Amazon has invested more than R$33 billion in the country, across all of its businesses, including retail, operations, logistics and AWS. For the first time, Prime Day, which entered its fifth edition between July 16 and 21, extended the offers for Prime members for six days. Camila Nunes, marketing and Prime director at Amazon Brazil, gives details about the communication strategy, creative process, actions and main results obtained with the initiative eagerly awaited by consumers.
What does Prime Day mean for Amazon in Brazil?
Prime Day is a time to celebrate Prime members. That’s why we prepare in advance every year to bring you the best deals and even more opportunities to save. We designed the Amazon Prime program to make our customers’ lives easier, more convenient, and more fun, and Prime Day helps us achieve that goal. We’re thrilled that Prime Day has become an event that Brazilian customers look forward to, both for current members of the program and for new subscribers who want to enjoy the exclusive offers and benefits of the event. Amazon Prime’s multi-benefit proposition and the combination of a wide selection of products, value, and convenience have been our greatest strengths and have contributed to our growth in subscriber numbers since the program launched in 2019.
This was the fifth edition of Prime Day and the first time it lasted six days. Why this change?
Motivated by the success of the 2023 edition and in response to feedback we received from Brazilian customers, we held the first Prime Day lasting six consecutive days in Brazil. We tripled the duration of the event compared to 2023 so that our customers would have more time to take advantage of the exclusive offers and coupons, which also grew in quantity. In addition to Brazil, Amazon also extended the duration of Prime Day in Mexico, Australia, Egypt, the United Arab Emirates and South Africa.
What marketing actions did you do for this edition?
This year, once again, we invested in a comprehensive campaign, with national reach and across multiple channels to communicate Prime Day. Our approach focused on broadcast TV, digital media, social media, podcasts and instant messaging, among other channels. We relied on creative support from an unprecedented partnership with Pedro Sampaio, who launched a new hit song exclusively for Amazon Prime Day. We also invested in communication with the gaming audience, based on the creation of an exclusive Prime Day map within Fortnite, where consumers could play exclusive minigames around islands and collect new coupons during the event.
Read the full interview in the August 26th print edition.
