Amazon Uses Prime Day Deals to Drive Traffic to Physical Stores

Amazon is offering Prime Day deals to draw shoppers to brick-and-mortar stores as well as its website.

Both leading up to and during Prime Day, which begins Tuesday (July 11), Amazon Prime members are being offered discounts on in-store purchases of groceries and fashion items, Amazon said in a Thursday (July 6) press release.

“Curious about our stores?” Amazon said in the release. “We have many different customers with many different needs, and it’s our job to meet them where they are. We do this through our stores — Whole Foods Market, Amazon Fresh, Amazon Go and Amazon Style — each of which offer a unique value proposition, an unparalleled range of brands and a variety of ways to shop.”

In one example of the deals, Prime members who spend $50 or more at Amazon Fresh stores get 25% off their in-store purchases during Prime Day, per the release. In addition, Prime Visa card members can earn 6% back on Prime Day with an eligible Prime membership when they shop at Amazon Fresh using their card.

At Amazon Go stores, which offer a range of food, beverages and everyday essentials with no checkout lines, Prime members who spend $10 will get $5 to spend on their next visit, the release said.

For fashion shoppers, Prime members who shop in person at an Amazon Style store get an extra 20% off, allowing them to save up to 70% on Prime Day deals, according to the release.

Whole Foods Market is also offering Prime members deals for Prime Day. Those who shop at Whole Foods Market with a Prime Visa can earn 6% back (5% year-round) and Prime members who shop at Whole Foods Market can save an extra 10% off hundreds of in-store sale items. Plus, Whole Foods Market is offering deals including 35% off ice cream and frozen desserts, and more.

Amazon is heeding the learnings from last year’s Prime Day growth and doubling down on food and beverage deals to drive adoption of its grocery offerings, PYMNTS reported Thursday.

This year’s offers mark an increase in grocery-specific deals from what was announced last year and come as Amazon looks to boost its grocery penetration to gain on competitor Walmart.

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