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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs