Home  › Marketing › Retail
amazon-local

How Amazon Sold 1 Million Deals in 17 Hours

  |  March 21, 2012   |  Comments

Retail giant leans on email; little if any sales staff needed.

Amazon yesterday sold one million daily deals vouchers in 17 hours and didn't need the help of its partner LivingSocial. Between 3 a.m. and 8:11 p.m. ET on Tuesday, the AmazonLocal initiative sold out of $10 Amazon gift cards priced at $5.

While it normally leans on LivingSocial's sales staff to create local deals with merchants, AmazonLocal's national gift cards deal didn't warrant such legwork. The two teamed up for a highly successful Whole Foods campaign last September. This time, Amazon simply focused a few of its digital assets to get consumers pressing the "buy" button.

"The popularity of this AmazonLocal deal shows that customers want unique and relevant deals that provide them with an excellent buying experience," an Amazon rep wrote to ClickZ via an email.

The Seattle-based e-commerce giant is off to an impressive start with daily deals, a marketplace it entered only nine months ago. It's fair to assume the momentum has gotten the attention of industry leader Groupon.

In particular, Tuesday's success suggests that Amazon has been able to build up a considerable email list for its young initiative. While the gift card offer was mentioned via AmazonLocal's modestly followed Twitter account (2,700 followers), the deal was not pushed via Amazon's Facebook page (3.2 million fans/likes) or chief Twitter account (235,000 followers).

That leaves plenty of credit to email marketing and Amazon's general power in the consumer marketplace.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...