Amazon Gears Up for Fastest Prime Day Yet, Targets Tier 2-3 Subscription Surge

E-commerce giant Amazon is targeting faster deliveries in a bid to make this the fastest Prime Day sale to date. The company expects a boost in subscriptions from tier 2-3 cities. 

Amazon will be launching its Prime Day sale from July 8 to 11.

“We expect deliveries to be extremely fast with maximum deliveries taking place within hours, or on the same day or the next day,” Akshay Sahi, director and head of Amazon Prime, delivery and returns experiences, India and emerging markets, told NDTV Profit. 

Amazon is focused on meeting diverse customer needs through a mix of quick commerce and same- or next-day delivery, while also offering wider selection and better value for those willing to wait. To support this, the company has invested Rs 2,000 crore in strengthening its logistics infrastructure, including fulfillment centres, and delivery stations. As a result, it expects this year’s Prime Day to be its fastest ever, with a record number of speedy deliveries, Sahi explained. 

Amazon's initiatives come in the backdrop of India’s rapidly changing e-commerce landscape, with quick commerce gaining pace. With Zepto, Swiggy Instamart, Blinkit, Big Basket, and Flipkart Minutes already competing in the quick commerce space, Amazon has entered the fray with a pilot launch of its quick commerce service, and a full-scale rollout on the cards.

The company expects acceleration in Prime subscription. “Over the last couple of years, we've been seeing an increase in the number of Prime members from tier two and tier three cities, and I expect that to accelerate. Last year, we delivered 98% of the pin codes, and we expect that to continue,” Sahi said. 

Amazon's Prime Day sale is from July 12-14, with deals across categories, and spanning over 400 Indian and global brands. “Last year was the biggest Prime Day ever, and we expect to beat that record this year,” Sahi said.