By  on July 10, 2017

A discount extravaganza such as Black Friday once drew the masses to a select, favored retailer or two, often before dawn to ensure items were snagged before selling out. And while the November sales have grown to span a full weekend (and then some), Amazon Prime Day is rivaling its popularity — but falling short on consumer loyalty, according to new research.

Bazaarvoice, a provider of consumer-generated content, advertising and personalization solutions, recently conducted a study to examine the behavior of U.S. shoppers partaking in Amazon Prime Day. The platform reviewed the spending habits of 400 individuals in 2016 to learn if and how they shop with other online retailers despite the competitive sales available during Amazon Prime Day.

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