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Drapers Comment: Amazon Prime day turns from black to blue

It was sold by Amazon as the day the etailer would bring its customers “more deals than Black Friday”, however the reaction on Twitter tells quite a different story.

Amazon Prime customers waited with baited breath in the early hours of this morning for the much-hyped Prime Day to begin. Comments on social networks revealed that individuals stayed up to ensure they were at the opening of the Sale in order to get the best deals. However, as the day unfolded, comments were showing customers becoming increasingly frustrated and disappointed with what they found online.

‏@MichelleF0918 

Up and ready to shop for a TV on #AmazonPrimeDay, and nothing to be found…what the heck is going on here?

‏@amberhecht  

Seriously @amazon.. $3 off razors? Those are the ‘better than Black Friday deals’? #PrimeDay looking bleak. #AmazonPrimeDay

‏@jmpollard88  

#AmazonPrimeDay the most over hyped sale, and biggest let down since internet sales began!

Whilst electrical products such as a Lenovo Notebook are included in the offers (54% off, selling at £129.99) as are ASICS trainers down 62% to £54.99, the majority of customers gripes appear to come from the quality of (or lack of) products on offer in the Sale:  

‏@DonnaMaineSmith  

#AmazonPrimeDay ??? More like The Salvation Amazon Thrift Store.

‏@NaqqashKhalidTV  

#AmazonPrimeDay coming at my bank balance like a wrecking ball. Discounted Peanut butter cups, yo.

‏@ChiefSakeef  

The best deal I’ve seen so far is 15% off a box of pop tarts. #AmazonPrimeDay

There have been some positive comments however, though these do seem to be few and far between:

‏@JollyClaret  

Got a Phillips 50 inch TV for £290 and all the Game of Thrones books for £25 #AmazonPrimeDay

‏@OliverDiLieto  

New Balance Trainers bought at half price #AmazonPrimeDay

What Amazon has effectively done is go on Sale, just as all other retailers and etailers do, but the difference is the promotion that came before the Amazon Prime Sale – and the comparison to Black Friday, a day that customers went crazy over last year because of the amount of quality deals to be had. The concern for Amazon now is what it has done to the reputation of the brand. While in books and electricals it has long been known as the place to get the cheapest product, when it comes to fashion, Amazon has been trying to build its reputation as more than the place to get the best deal.

 

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