Tuesday, July 16, 2019
Disaster
What happens when a retailer promotes a sale, creates a viral moment, heightens anticipation among millions of customers, then they can't buy because of a glitch? This is the marketing/PR disaster that Amazon finds itself in with Prime Day. For the second day in a row, customers have had problems with its web page. They can't put things into their shopping cart. As a result, Amazon is losing millions in sales, and it has upset tens of thousands of customers. Is Prime Day worth the aggravation the company is causing? Amazon needs to step back and evaluate its systems, why they are failing when demand surges and what it needs to do to make sure this doesn't happen for a third year in a row. If Prime Day gains a reputation for being a phony sale, Amazon will have lost far more than it gains from the promotion. It's a rare misstep for the online giant but a serious one.
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