In response to angry customers who brandished Amazon’s 24-hour global Prime Day sales event as nothing more than a glorified yard sale on July 15, the company said it is listening and innovating on their behalf.
Amazon Prime VP Greg Greeley explained in an emailed statement that the company wasn’t sure whether Prime Day would be a one-time thing or an annual occurrence.
Yet, after the event increased worldwide order growth by 266% compared to the same day last year and 18% more than Black Friday 2014, Greeley noted that Amazon will "definitely be doing this again."
Greeley’s sentiment, however, does not appear to match the notable kickback Prime Day received on Twitter, shortly after the event launched on Tuesday evening.
In the weeks leading up to Amazon Prime Day, the e-commerce powerhouse had been building buzz by promising members of its Prime service "exclusive access to more deals than Black Friday."
But unhappy shoppers who stayed awake to benefit from the site’s sales started lambasting the retailer with hashtags including: #unhappyPrimeDay, #AmazonFail, #gobacktosleep, and #PrimeDayFail.
"When I die I want whoever's responsible for #AmazonPrimeDay to lower me into my grave so they can let me down one last time." - Unknown— Mmmm, tasty (@HitEm20) July 15, 2015
#PrimeDay Brilliant PR to generate buzz. Consumers take desired action web visits, and the brand failed to meet its end of the bargain.— Colby Vogt (@colbyvogt) July 15, 2015
The anger stemmed from the poor quality of products being offered. The majority of the day’s deals seemed to be on random items such as Tupperware containers, seat belt extenders, Beard Growthers, Antarctic krill oil, and chef's hats.
Still, on Wednesday, Amazon’s PR team was releasing upbeat messages about Prime Day, telling news outlets that the day had been "exciting."
When almost everyone is complaining about #PrimeDay, the Amazon PR cronies are coming through with their false positive stories as planned.— Andy Karuza (@AndyKaruza) July 15, 2015
Ultimately, it's taking a slight PR hit for a quick, but significant cash grab. Likely new Prime subs, new customers, and few lost #PrimeDay— Matt Myers, Jr. (@MattMyersJr) July 15, 2015
When asked if Amazon will heed customer complaints for the next potential Prime Day event, Ana Rigby, a PR specialist at Amazon, told PRWeek via email on Thursday: "We’re always listening to our customers and innovating on their behalf. We’re excited to make Prime Day even better next year."
#PrimeDay was trending on Twitter on Wednesday, and some brands took advantage.