Amazon is kicking off this year’s holiday season with an early launch of a Black Friday Deals store, exclusively targeted at boosting its Prime membership base.
The eCommerce behemoth is providing its Prime members a 30-minute “Prime Early Access” to 30,000 “lightning deals” available in the store. The company also announced a 30 percent discount for Prime members on jewelry products from brands such as Kenneth Cole, Nine West and Anne Klein, among others.
“Holiday shopping has become synonymous with deal shopping, and this year, we’ve added new and convenient ways for customers to save while finding special gifts for everyone on their list,” said Alexandre Gagnon, country manager for Amazon.ca. “With Prime Early Access, we are providing our most frequent shoppers with a first look at some of the best deals from Amazon.ca this holiday season and all year.”
The Seattle, WA-based company’s latest attempt to boost its $99 Prime membership, which offers members free two-day shipping on eligible products, comes as it continues to focus on boosting business from its Prime members, who reportedly account for about 46 percent, or 47 million, of total Amazon members in the U.S.
According to a report by Consumer Intelligence Research Partners (CIRP), Prime members spend twice as much annually on Amazon as non-Prime members, at a difference of $1,200 to $600, and convert at a higher rate. And this makes the segment all the more lucrative for Amazon.
In July this year, the company held “Amazon Prime Day” on its 20th anniversary — an attempt at boosting sales and Prime membership. While the sales on Prime Day broke Amazon’s 2014 Black Friday sales record, the company faced a serious backlash from consumers for limiting the availability of high-quality products and keeping the inventory of the best deals scarce.
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