With fewer members, can Amazon PD achieve greater success this year?

This year's Amazon Prime Day is coming soon, and compared with previous years, Amazon is becoming more and more dependent on this large shopping carnival.

This shopping carnival created by Amazon has been on par with Black Friday after Thanksgiving and the traditional holiday shopping season since its launch in 2015. More importantly, the e-commerce giant set Prime Day on July 12, which is the consumption trough period from the US National Day to Labor Day.

Amazon's move also forced rivals such as Walmart and Target to hold similar events to increase their own sales and profits and avoid losing market share.

The potential for Amazon Prime Day is huge, with Coresight Research estimating that last year's Prime Day generated $9 billion in global sales, about $1 billion more than in 2021.

As Amazon's eighth Prime Day approaches, the company is facing an embarrassing problem: the number of Prime members has decreased.

In a recent survey, Coresight found that only 72.5% of respondents said they could enjoy Prime membership benefits. This means that Amazon Prime membership has fallen below 75% for the first time since 2018. This is a problem that cannot be ignored because only Prime members are eligible to participate in Prime Day discounts.

One reason for the decline in membership is that Amazon raised its annual membership fee from $119 to $139 last year, a 14% increase, and there are rumors that Amazon will raise prices again .

To avoid losing too many Prime members, the company has offered new benefits, including PrimeRX, which lets members save money on medications and provides delivery services.

The company's new Buy with Prime program, launched last year , allows Amazon members to get limited PD discounts through other retailers' websites, and these products usually sell out quickly.

Amazon has high hopes for this year's Prime Day, hoping not only to achieve higher sales, but also to attract new members and win back old users who have been lost due to price increases.

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