从“闪购”到“观望”：Prime Day被拉长的背后，是消费者与平台的“双重博弈”

Core Insights - Amazon's Prime Day has evolved from a two-day sales event to a four-day shopping marathon, reflecting a shift in consumer behavior and platform strategy [1][5] - The event now emphasizes a psychological battle between consumers and brands, with consumers delaying purchase decisions and brands adjusting pricing strategies accordingly [2][3] Group 1: Consumer Behavior - Consumers are exhibiting "decision deferral behavior," opting to wait for better discounts rather than making immediate purchases [2] - Click-through rates increased during the first two days of Prime Day, but conversion rates declined, indicating a trend of browsing without buying [1][2] Group 2: Brand Strategies - The number of products participating in Prime Day promotions increased by 7% year-over-year, but the average discount decreased from 24.4% to 21.6%, a drop of 11% [3] - Brands are adopting a layered promotional strategy, increasing discounts later in the event to encourage purchases from consumers who are waiting for better deals [3][4] Group 3: Platform Strategy - Amazon's strategy has shifted from quick conversions to a longer consumer engagement cycle, aiming to increase user retention and advertising revenue [5][6] - The extended Prime Day allows Amazon to gather more consumer behavior data, which enhances its advertising systems and marketing strategies [5][6] Group 4: Emotional Engagement - Prime Day is transforming into a platform for emotional engagement, focusing on guiding consumer sentiment rather than just driving immediate sales [7] - The event's structure now aims to create a "discount perception curve," where consumers are gradually exposed to deeper discounts over time [7] Group 5: Future Implications - Brands must adapt to the new "immersive shopping cycle" by embracing a full-cycle operational mindset, balancing advertising, strategy adjustments, and consumer engagement [8] - The dynamics of Prime Day signify a complex interplay between platforms, brands, and consumers, necessitating a collaborative approach to growth and marketing [8][9]