<< BACK TO INSIGHTS

“Best Friend” Brand Status Pays for Amazon

Mom’s a busy woman. Smart marketers recognize and respect that rule. They avoid wasting her time, and never make her shopping experience more difficult.

Until last week, it seemed that Amazon understood exactly how to treat moms right.

In fact, Amazon was the best at it. According to EMA’s Brand As Friend® study of 10 retail brands, moms ranked Amazon high for Trust, Advising and Loyalty. Moms felt very Connected with Amazon, and gave it the overall designation as a Best Friend brand.

And then came Amazon Prime Day: July 15, 2015.

In case you missed the hype over Amazon’s attempt to create a holiday season-style shopping frenzy in the middle of July, the one-day shopping event available only to Amazon Prime members was heavily promoted as providing “more deals than Black Friday.”

Tens of thousands of shoppers stayed awake, anticipating the stroke of midnight and the start of Prime Day deals.

By 3 a.m., social media sites were buzzing with bad press. Deals on irrelevant merchandise, deals that sold out in seconds, and delays in the check-out process topped the list of complaints. One tweet proclaimed:

#PrimeDay is like when grandma says “help yourself to the candy jar!” but it has nothing but raisins and sugar-free salt water taffy

Judging by the rampant posts and tweets, most shoppers were angry.

Could not be more livid right now that my prime day order was cancelled with no explanation and now your “contact us” option mysteriously does not work.

On the other hand, moms were disappointed, yet loyal.

I couldn’t find any deals on the stuff I wanted either. My son is wanting an Xbox One for Christmas and I was hoping they’d have those on sale. They don’t. A few other things I was hoping to find weren’t on sale either. Oh well.

I was super bummed! Not impressed at all. I do like my Prime though.

Yeah, I agree that Prime Day has pretty much sucked. Regardless, I love my Prime and the free shipping.

I LOVE Prime, I HATE Prime Day. Not one actual deal that I could use or want.

For moms, Amazon has already been forgiven for its mistakes. And why? Because moms give Amazon the status of Best Friend. That’s what you do for a best friend: you give them another chance when they goof up, and you keep on loving them through thick and thin.