Six in 10 Singaporeans to shop outside Amazon during Amazon Prime Day

Criterio described this as the “strong halo effect” of the event to other retailers.

Around 65% Singaporeans will likely still shop outside of Amazon during the Amazon Prime Day (APD), which is higher than the 53% who have stated their intent to shop on Amazon, Criterio reported.

“This demonstrates the strong halo effect that APD has on shoppers in Singapore and how it is continuing to positively influence the traffic and sales of other retailers during this period,” the report read in part.

According to Criterio’s Consumer Sentiment Index, 42% of Singaporeans reported awareness of the APD event that will be held on 12-13 July. This is up from the 34% recorded last year.

Moreover, consumers, this year have shown an increase in planned purchases across all categories, mainly in electronics (41%), groceries (38%), apparel, sportswear, and accessories (36%), household products (36%), and sporting goods (36%).

Meanwhile, home appliances dropped 14 points to 30%.

“Retailers [should] ramp up on promotions and explore new ways of engagement ahead of APD, given that most shoppers already have in mind what they intend to purchase,” Criterio recommended.

“As shopper data continues to be gathered online, brands and retailers can also look into enhancing their first party database with commerce data to drive commerce outcomes and create sustained awareness, consideration, and conversion campaigns for APD and the sales festivals to come.”