As a kid, going to a fast-food restaurant was an exciting experience. After all, I didn’t get the chance to get a Happy Meal very often, and I was always looking forward to my next visit to Mickey D’s. As an adult, however, I couldn’t care less. If I crave a Big Mac, I can drive anytime to the nearest McDonald’s. That’s exactly how many customers feel when a retailer does too many flash sales; it doesn’t feel special anymore.
As I explained in a recent LinkedIn post, Amazon seems to keep doing more and more sales events. We were used to Prime days once a year in the summer, but in the past year, we have also experienced Prime Big Deal days last fall, and now Amazon’s Spring sale just ended.
Today, I’d like to discuss this shift in Amazon’s strategy. The e-commerce landscape has changed a lot since the pandemic, and Amazon had to update its strategy to maintain its market share. In a second part, I want to discuss the drawbacks of this strategy and how it may affect the e-commerce giant negatively.
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