While millions of customers are preparing to shop at Prime Day, Amazon’s () promotional action dedicated to customers of their signature program, the online retail market observes what one month growth can be in the alternative trade calendar. The company’s aggressive strategy in Brazil has boosted the promotional period to the sales level equivalent to half of Black Friday.
Sale peaks have been found in market charts at least since last year in a month that did not usually escape the levels of periods without relevant commercial dates. Nielseniq data show that sales in e-commerce during the 2024 Prime Day grew 23% compared to the previous year.
Digital sales reached $ 6 billion during the commercial date of the American retail giant last year, against $ 12 billion during Black Friday. Data not only include Amazon sales, which avoids sharing results from its regional operation, but signals to two parallel movements.
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With its own date, Amazon is influencing a number that is already equivalent to half of the sales of the main event in Brazilian e-commerce: the increase in traffic only on the company’s website was. This has influenced competitors to also position July strategically on their commercial schedules.
“Retail is generally responding to this. It’s not just Amazon who is making offers during this period. It’s almost as if these dates are already making the composition of an alternative calendar to traditional dates, such as Mother’s Day or Christmas,” explains Nielseniq’s e-commerce leader and Andrea Stoll.
She explains that dates like Prime Day and Black Friday herself generate a “anticipation effect” on consumers. Already aware that they will have offers available in a given month, customers are preparing to go shopping on that date. In general, the expectation is to bring items of more added value, such as appliances and electronics, although rapid consumption categories such as cleaning and drinks are gaining relevance in ripening digital retail.
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There is also a macroeconomic component there. “Brazil has great consumption potential, the problem is that we are strangled by taxes, a interest rate of 15%. Then for the worker, it is often more difficult to buy when it is not on a date like this. So, even, consumers expect these dates,” explains the teacher and researcher in Marketing at Insper, Maura Ferreira.
Customers scheduled to buy in a given month, however, they do not fail to bargain. The effect of anticipation ends up overflowing from Amazon to competitors: if it was already in the plans to spend money, to bring those who offer less. And this dispute is growing.
In Brazil, the power of influence of, where it dominates 45% of e-commerce, explains retail consultant and founder of Varesse Retail, Alberto Serrenino. He adds that the company has reinforced promotional levers and media campaigns to leverage the date.
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E-commerce ring
Among the native companies of digital retail, called in the market “pure players“Amazon has a heavyweight to face in the dispute for the leadership of the Brazilian market. The representative of Latin America in the dispute for the belt has a name and surname: Free Market (). Of course, national names such as Magalu, born in physical retail, and the Asian Shopee, of imports, compete for Brazilian pockets, but are not“ are not “pure players“.
Until the 17th of this month, the free market conducts the promotional campaign “Discount”, stamped by presenter Marcos Mion. The Argentine retailer promises discounts of up to 70%, coupons, free shipping from $ 19, special installment and lightning promotions.
“Obviously when competitors know that companies will drop these campaigns, they also react, create promotional actions to hitchhike in the media effort,” says Serrenino.
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In addition to “discount”, for months the free market bet on doubled dates to reinforce its platform. It took place this July 7 (7/7) and last June 6 (6/6).
“We want to consolidate these dates as new retail promotional peaks, offering special conditions, attractive coupons and logistical benefits that generate real value to the consumer,” the company told a statement to Infomoney. “Continuing this promotional agenda and further strengthening our value proposition, in July we unite the discount, promotional date owner of the free market.”
Experts heard by Infomoney They could not confirm that an event like Prime Day is able to add market share to Amazon in the dispute with the free market. The fact is that the level of knowledge about Prime Day jumped from 38% in 2024 to 49.5% this year, according to Nielseniq.
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Those who watched the soap opera “Vale Tudo”, from Globo, last Wednesday night could get an idea of this promotional effort. In a commercial insertion of a few minutes in the remake of the classic 1980s version, singer Sandy interrupted her sabbatical year to become Prime Day’s face in 2025. She prints the company’s activations on television, social networks and the site.
Noble time apart ,. “I am assuming in the year when Amazon globally made the decision that Brazil would be the country in which it is most investing for expansion in the world,” said Amazon Brazil President Juliana Sztrajtman. “We believe it is the country that can most bring new customers to Amazon globally.”
Although it does not disclose investment projections, in the last two years the company has contributed US $ 8 billion in Brazil, a relevant portion of the US $ 33 billion in the last 14 years.
New commercial dates
“Thinking about future trends, more owners such as Prime Day should probably appear,” says Andrea Stoll of Nielseniq. The effect, he explains, should be a dilution of sales previously concentrated in major retailers such as Black Friday – and even longer periods of promotion during the months.
Amazon itself made its “”, in the weeks prior to the main event. “Brazilian likes to have more time to buy,” says Juliana Sztrajtman of Amazon. “Advance offers are a very specific question in Brazil, because we know that the customer likes to come back, looking and understanding what is the best offer.”
