Amazon India will host Prime Day on July 11, 2017.  Prime members will be able to avail 30 hours of discounts on goods starting at 6 pm on July 10. Prime customers will also get exclusive access to over 30 new launches from top brands. Prime Day is an annual event hosted by the e-commerce portal in 13 countries including the US, UK, Spain, Mexico, among others. This is the first that Prime Day deals are being featured in India.

Prime in India

 Amazon launched its Prime subscription services in India in July last year. The company is currently still running at introductory offer rate of Rs 499 a year, the full price is Rs 999.  A Prime account provides faster, free deliveries and a preview of lightning deals (exclusive discounts), and also provides access to Prime Video. Prime Day is just a discount program for members.  Orders from Prime customers contribute up to 30% of the orders on the Amazon India platform, with 50-60% orders coming in for Amazon Pantry, the FMCG goods service. Amazon’s Prime Membership had tripled between January and June this year as Indicated by Economic Times.

What prime Day Means for members

Amazon has put together a set of offers that will be available exclusive for Prime customers including exclusive access to new launches from brands such as Honor Mobile Phones, IFB, LG, Sharp, etc. Prime Day also includes additional cash backs for users who top up their balance on Amazon Pay and cashbacks for HDFC Bank debit and credit cards holders. Other participating brands in Prime Day include MakeMyTrip, BookMyShow and Swiggy.

What about Flipkart?

The Prime Day can be seen as Amazon’s further push towards getting more Prime Membership in India. Amazon’s rival in India–Flipkart–had bought the subscription model much earlier in the country.  Flipkart had launched Flipkart First in 2014. While Flipkart First is still available at Rs 500 a year as fee, the company has not taken advantage of the same to attract more customers. If we compare Flipkart First and Prime, while Prime bundles different services together and not just e-commerce. Flipkart First simply gives a priority service to its customers. Flipkart First also does not provide additional deals or preview of deals for its members. Flipkart had a chance to do the same with it’s Flyte, its digital music store which was launched in 2012, but later shut down in 2013 due to lack of micropayments ecosystem and due to slow adoption.