Yesterday marked Amazon’s fourth annual prime day, and amidst the flurry of media regarding technical difficulties and worker strikes, it’s easy to miss how Amazon used the pivotal day to push its own products.

While consumers may flock to Amazon for deals from third-party sellers, the retailer used the two largest creatives above the fold on the Prime Day landing page to promote its own devices, such as Echos and Fire TV Sticks—key tools that draw shoppers into the Amazon ecosystem. On the primary category page, 28% of product offerings were Amazon devices, according to L2 analysis. These were often listed in the first product tile, the page’s most coveted real estate.

Prime Day

Prime Day also keeps shoppers coming back by releasing deals over time and emphasizing product scarcity. Shoppers interested in an upcoming deal can flag products; they can also filter category pages to view upcoming offerings and opt to receive push notifications from the Amazon app when they become available. The retail giant promotes scarcity by showing a “percentage claimed” metric on select products and allowing shoppers to add these items to a waitlist once they’re sold out. Amazon also sends an additional push notification when sold-out items become available to drive shoppers toward conversion.

The lure of Prime Day deals drives many otherwise unconvinced shoppers to sign up for Prime. Last year, more members joined Amazon’s loyalty program on Prime Day than any other day in Amazon’s history, increasing Prime’s membership to over 100 million members. Yet the exclusivity of Amazon’s offerings leaves other retailers vying to capitalize on the increased daily traffic. EBay’s concurrent promotion leads with the headline “You Don’t Need to Be A Member to Shop Here,” and others follow suit with their own “Black Friday in July” offerings. Consumers win out on this constructed holiday, regardless if they realize how Amazon’s offerings creatively bring them back for more.

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