Pet-focused online sales event returns to Amazon with Dolly Parton gig
Amazon is getting primed for what is now a two-day digital promotion dedicated to pets and their owners, with a little help from a renowned country singer.
The second annual Amazon Pet Day is taking place Tuesday, May 2 – Wednesday, May 3, 2023, on the Amazon e-commerce site. Initially introduced as a 24-hour event in May 2022, Amazon Pet Day returns as a 48-hour extravaganza this year.
Amazon Pet Day will feature discounts on products from major pet brands across categories such as toys and treats, home monitoring, and odor protection. In addition, Amazon Prime paid membership program participants will receive savings of up to 50% on iconic pet movies and shows on Prime Video.
The Amazon Live livestream platform will also play a role in Amazon Pet Day festivities. Broadcasts on May 2 and 3 will provide information about the event; and country music star Dolly Parton, founder of the “Doggy Parton” brand of pet products, will give a special performance.
In addition to offering special deals on pet products, as part of Pet Day Amazon is teaming up with pet health platform PetIQ to offer free vaccinations for eligible dogs in Seattle, San Jose, and Chicago during the event. Amazon is also donating more than $100,000 to a number of local nonprofits that support animal welfare.
Amazon succeeds with special sales events
Limited-time sales events are nothing new for Amazon. The retailer’s annual Prime Day extravaganza has become a significant sales driver not only for the company, but for numerous other retailers that have launched their own competing events.
According to Adobe Digital Economy Index data, total U.S. online spend across retailers reached an all-time high of $11.9 billion (including $6 billion on day one and $5.9 billion on day two), representing 8.5% growth compared to $11 billion in Prime Day total online revenue in 2021.
[Read more: Prime Day 2022 breaks records with $11.9 billion in sales]
Another major Amazon limited-time sales initiative was the recent debut of the Prime Early Access Sale, a new two-day global shopping event exclusive to Prime members, which ran in October 2022. Prime Early Access Sale offered Prime members hundreds of thousands of deals.
In addition, Amazon hosted its second annual “Holiday Beauty Haul” promotion in late October and early November 2022. The event featured more than 1,000 deals from national beauty brands. As part of the event, Amazon hosted “Live Festival” livestream shopping promotions, where customers could live chat with celebrity beauty influencers and shop the featured products through a real-time carousel on the Amazon Live platform.