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Social media reaction suggests Amazon Prime Day underwhelms in the UK


If early indications on social media are anything to go by, Amazon Prime Day has let consumers down.

The one-day event, Amazon’s answer to Black Friday with major sales across product lines, launched this morning for Prime members only in celebration of the e-commerce site’s 20th anniversary. But instant reaction on Twitter in the UK this morning suggests it’s been a bust.

Tweets from users have included things like: “Well #PrimeDay couldn’t be more of a disappointment. Not even going to waste my time looking any more. Good job I can still cancel for free.” And: “I feel like @amazon really could change eCommerce with #PrimeDay but if you look at their deals… it’s a whole lot of meh.”

The backlash has continued with a series of jokes, a variety of GIFs and a number of sarcastic videos accompanying. “Now whenever something in my life goes wrong or I have a bad day, I’ll say I had a #primeday,” tweeted one user. Another said: “When I die I want whoever’s responsible for #PrimeDay to lower me into my grave so they can let me down one last time.”


The majority of consumers seem to largely have access to Tupperware over anything else. “Congrats @Amazon – you win the ‘Biggest Internet Troll of 2015’ award. In other news, I’m good on Tupperware now. #PrimeDay #PrimeBust.”

It continues: “The refresh button isn’t making the Tupperware disappear. #PrimeDay” And: “Now printing: t-shirts that read ‘I stayed up late for @Amazon #PrimeDay and all I got was Tupperware’.”

We’re with this user: “I’m having more fun looking at #PrimeDay tweets than I am looking at the actual deals.”

New reduced-price products are being updated every 10 minutes. Operating like a flash sales site, Amazon UK shows a countdown for how long each item has left, as well as a percentage of how much of the “lightning deal” has been claimed. Social media backlash might be valid, though could also suggest some users aren’t aware of the concept to keep checking back in, meaning the issue is a communications one. Amazon’s aim is to keep Prime users engaged throughout the day, building excitement and energy around savings that can be made at different times much like Alibaba does with Singles Day in November. We’ll report back on what Amazon says about resulting sales.

This story first appeared on

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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