Amazon Prime Day generates a frenzy of shopping activity across the entire retail spectrum. People, regardless of age, demo, gender, etc. flock to Amazon properties to take in the latest must haves. According to Consumer Intelligence Research Partners’ (CIRP) Q1 2019 report, US Prime members spend an average of $1,400 annually on Amazon. Prime members’ habitual shopping and buying behavior only adds more fuel to the fire. With these type of spending numbers, it is not surprising that advertisers flock to the Amazon platforms as well to get their message in front of those 65 million households.
What this means for marketers: As Amazon continues to grow its OTT offering, Amazon Video does as well with 46.9% view penetration in the US in 2019, surging into third place behind YouTube and Netflix. With the success of other Amazon ad types such as sponsored brands and sponsored products, how long will it be before Amazon Prime Video launches an ad-supported format? Not only will marketers be able to reach consumers on a highly engaging, likely non-skippable format, they will also likely be able to target Prime users via all of Amazon’s data points that Amazon already owns. This will allow marketers the ability to reach people that have previously shown interest in their products, or their competitors’ products.