While Amazon Prime Day is now a well-established annual bargain-hunting phenomenon in overseas markets, Australia has had just the one so far. That’s because Amazon entered the Australian e-commerce market late, arriving Down Under in December 2017 to an underwhelming response.
Despite that, Amazon made every attempt to quickly improve its catalogue of products and has expanded its warehouse network by adding a second one in Sydney.
With its Aussie ambitions growing, Amazon finally debuted Prime Day Down Under in 2018, offering some excellent bargains across every category to its Prime members.
Sign up for Prime Day
You’ll need to be an Amazon Prime member to take advantage of Prime Day deals. You can sign up for a free trial, which will see you through Prime Day and which you can cancel after 30 days. If, however, you like the look of Prime, then it will set you back only $6.99/month or just $59/year.
Australia wasn’t the only country to debut Prime Day in 2018 – Singapore, the Netherlands and Luxembourg joined the bandwagon as well – making it one of the most successful Prime Days in Amazon history.
The e-commerce giant isn’t resting on its laurels just yet, though, as the 2019 Prime Day sale is set to be an even bigger bonanza.
What is Amazon Prime Day?
Amazon Prime Day began in the US in 2015 as a celebration of the company’s 20th anniversary, with more deals on offer than Black Friday at the time. Today, Prime Day is Amazon’s members-only sale held once a year, historically in July. While it began as a one-day sale, 2018 saw the offers last for 36 hours.
To make the most of Prime Day you’ll need to get yourself an Amazon Prime membership which, in Australia, will set you back just $6.99 a month or $59 a year.
Signing up for Prime means you’ll have free access to Amazon’s streaming services, including Prime Video, Prime Music and Twitch. Members also get free access to Prime Reading and Prime Photos for all their ebook and storage needs.
Most importantly, a Prime membership gets you free shipping on domestic purchases, no matter the price of the product, and free delivery for international goods costing over $49 bought from the global section of Amazon’s Aussie storefront.
Prime members are also eligible for fast shipping. That’s two-day delivery on pretty much anything you buy. Although Amazon has promised one-day delivery for most markets, Australia will lose out, likely being impeded by the logistics of having just two fulfilment centres on the East Coast catering to the entire country.
However, any Prime-eligible purchase made from the Global Store section that’s shipped and sold by Amazon US will not incur any shipping cost. This free expedited delivery on international purchases is a Prime-exclusive offer valid until July 21.
Another incentive to sign up for Amazon Prime would be a $10 credit being offered to members who have never streamed anything on Prime Video. Stream your first movie or TV show and you get $10 to spend on any item being sold and shipped by Amazon AU.
When is Amazon Prime Day 2019?
Prime Day may have begun as a birthday celebration for Amazon but, like Black Friday, it’s no longer a one-day bash. Prime Day has grown from a 24-hour selling and buying frenzy to a 36-hour celebration that still ends too quickly for some shoppers.
Even though Prime Day debuted in Australia in 2018, Amazon kept the sale on for 36 hours to match the shopping spree in more established markets. It was the longest Prime Day ever, anywhere. However, Amazon is taking the celebrations one step further this year to keep the sale going for 48 hours.
Amazon Prime Day 2019 will kick off at 00:01 on Monday, July 15 and go on for 48 hours, ending at 11:59 on July 16. With a huge number of deals on offer from Amazon US as well – with free expedited international delivery no matter the cost – our advantage is we’ll be able to shop until the deals close on the other side of the Pacific, giving us a grand total of 65 hours to keep shopping.
Amazon Prime Day deals you can buy now
Despite Amazon Prime Day 2019 not having yet arrived, the online retail giant has already unleashed a few particularly nice discounts on its own products, including the Echo range of smart speakers, the Kindle ereaders and Ring security cameras.
There’s also some Prime exclusive offers available on Amazon’s other services as well, making it worthwhile for its members.
Amazon Echo Plus (Gen 2) | $114.50 + free Philips Hue smart bulb (was $229; save $114.50)
If you want better sound to enjoy your favourites tunes on Amazon Music and set up smart home devices, then get yourself the second-generation Echo Plus. It’s the biggest brother with just half the original price. That’s 50% off the three colours of Charcoal, Heather Grey and Sandstone. Be sure to add your choice of either Edison screw or Bayonet cap version of a Philips Hue white smart bulb and get it free.View Deal
Amazon Echo Dot (Gen 3) | $39 (was $79; save $40)
If you don’t want a large smart speaker, the doughnut-like Echo Dot (the latest iteration) is now 51% off for Prime Day. That’s well over half price, with a saving of $40 to be had. For $39, that’s better sound than before and plenty of Alexa smarts – available in three fabric colour choices of Charcoal, Heather Grey and Sandstone.View Deal
Amazon Echo Show (Gen 2) | $249 + free Philips Hue smart bulb (was $349; save $100)
It’s the latest version of Amazon’s 10-inch smart display and will usually set you back nearly $350. However, 29% has been shaved off the usual RRP for Prime Day, saving you over $100 in the bargain. So not only do you get a smart speaker, you can also watch news clips, look at photos and make Skype calls from the one device. It’s available in two colour options – Charcoal and Sandstone. Be sure to add a Philips Hue smart bulb to your cart and you’ll get it absolutely free.View Deal
Amazon Echo Input | $30 (was $55; save $25)
For just over $30 you can turn any ordinary speaker or hi-fi audio system into a smart speaker. All you need to do is save 45% on the Amazon Echo Input and this nifty device will plug in via a 3.5mm audio cable or connect via Bluetooth to add Alexa to the old speaker. It’s that simple and quite cheap.View Deal
Fire TV Stick (Basic Edition) | $49 (was $69; save $20)
It’s the only Amazon casting device available in Australia and it usually drops by just $10 during a sale. But this Prime Day it’s dropped by $20 – that’s 29% off the usual retail price. That’s the cheapest the Fire TV Stick has ever been, making it a lot more affordable to cast your favourite shows and movies to your not-so-smart TV from your handheld device.View Deal
Amazon Kindle Paperwhite | from $145 (was from $199; save up to $80)
If you love to read, then save yourself the effort of having to carry a book or two (or three) wherever you go. Just get one of the most popular ereaders for less from Amazon this Prime Day and carry your entire library with you. The 8GB Kindle Paperwhite is now down to $145, saving you $54.
However, if you think 8GB isn’t enough storage, grab the 32GB Wi-Fi version for just $189 (less than the actual RRP of the 8GB Paperwhite) and save $60. The 32GB LTE version, though, comes with an $80 saving – down to $289.View Deal
Amazon Kindle | $109 (was $139; save $30)
The latest iteration of the affordable Kindle is better than before with an adjustable reading light and a 167ppi glare-free screen for easy reading in sunlight. And it’s down by $30 for Prime Day, giving avid readers a chance to enjoy their favourite books without having to carry physical copies around.View Deal
Ring Doorbell | $99 (was $149; save $50)
This is one of the easiest ways to set up a simple security system that lets you check your home on your phone, tablet or PC, and talk to whoever is at your door, no matter where you are. It comes wit the tools you need to set it up, and it now comes with a $50 discount as well, making it a lot more affordable.View Deal
Ring Doorbell 2 | $229 (was $329; save $100)
For 1080p security footage from your Ring Doorbell, you’ll need the second generation model, which is usually quite expensive. For now, though, there’s $100 off the RRP, making the Ring Doorbell 2 a tad more affordable. View Deal
Ring Floodlight motion-activated security camera | $279 + bonus Echo Dot (was $379; save $100)
You can’t put a price on your home’s and your family’s safety, but it is expensive to set up a good security system. This Prime Day, though, there’s 26% off on the Ring Floodlight system which gets triggered by movements – lights come on and a siren is activated. It’s usually quite expensive at $379 a set, but save just under $100 when you buy by June 16. Available in black and white to suit your home.
Moreover, this purchase comes with a free Echo Dot – meaning you save an additional $199 on the package while giving yourself the means to watch any footage from the Ring Floodlight.View Deal
Ring Spotlight security camera | $229 + bonus Echo Dot (was $329; save $100)
Shine a light on intruders with the Ring Spotlight cameras that come in either battery-powered versions or wired ones. They come with built-in mics and speakers, so you can listen and talk to people at your door, or use it with Alexa. And now you can save $100 on the easy-to-use 1080p security camera, with a Prime Day price of $229.
There’s an additional $199 to saved as well, with this Ring camera shipping with a free Amazon Echo Dot.View Deal
Amazon Echo Spot | $129 (was $199; save $70)
Not too keen on a large smart display? This demure little device brings all the Alexa smarts you need with a 2-inch screen so you can make video calls and watch news clips or home security footage from a connected device, all for 35% off the usual RRP. Meaning you can get the black or the white Echo Spot for just $129.View Deal
Amazon Music Unlimited | 4 months for $0.99
For a limited time Amazon is offering four months of Amazon Music Unlimited for just $0.99. You’ll get unlimited access to millions of songs and can listen hands-free with Alexa-enabled devices. This offer ends July 16.
Audible | 3 months free trial, then $16.45/m
Listen to your favourite stories via the Audible app or via the Amazon Kindle Oasis if you have one. With narrations from great performers, the books you love with come alive. Normally there’s a 30-day free trial period, but for Prime members who sign up between July 1 and July 31, Amazon Australia has extended the free trial to three months.View Deal
Kindle Unlimited | 3 months free, then $13.99/m
For avid readers there’s nothing better than Kindle Unlimited. Read to your heart’s content without having to burn a hole in your pocket each time you buy a new book. You’ll even get access to Audible narrations of the books you purchase, all for just $14 a month. And for the month of July only, existing Prime members who sign up for the service for the first time will get a three-month long free trial instead of the usual 30 days.View Deal
How did Amazon perform on its first Australian Prime Day?
According to statistics from Hitwise, Amazon got over over 3.2 million visits (on both the US and Australian sites) on Prime Day 2018, with Aussies preferring the US storefront despite a ban on shopping from overseas sites after new GST laws were passed. That ban, however, has been lifted, which could be good news for Australian shoppers this year.
Data from Hitwise shows that Aussie shoppers searched for mobile phones and game consoles the most in the lead up to Prime Day 2018, with Amazon’s own Echo and Kindle products amongst the 10 most viewed items on Prime Day itself.
The high volume of visits resulted in a nice number of sales for the e-commerce giant with a conversion rate of 7.77%, the highest rate that any top Australian retailer has reached.
Prime Day 2018 earned Amazon a whopping US$1 billion in sales.
Prime Day 2018: the best-sellers from last year
Prime Day 2018 saw Amazon sell over 100 million products around the world and over one million smart home devices – not just Amazon ones but Philips Hue lights, Hive thermostats and various manufacturers’ smart plugs. It was the biggest day ever for Echo devices, Fire tablets for kids, Kindle e-readers and Fire TV products.
A lot of the products that went on sale globally aren’t available on the Australian storefront. According to Finder.com.au, Amazon Australia only had about a tenth of the deals offered to US customers and significantly fewer than those available to Canadian and UK members. Where the US typically offered 2,800 deals at any given time, the Australian version only had 340. On the upside, discounts were more generous.
That said, Amazon is still relatively new in Australia, so we can hope it does better this year. And despite the low volume of deals available Down Under, Amazon did sell a whole load of gaming consoles, particularly the Nintendo Switch.
The latest console from Nintendo had over 71,500 page views, followed by Sony’s PS4 Pro at over 31,000 views, according to Hitwise. In fact, the Lightning Deal on the Nintendo Switch was offered twice and both times saw the console sell out within seconds of the deal going live.
Best deals from Prime Day 2018
While the Nintendo Switch and the PS4 Pro were last year’s bestsellers, some of the discounts on other tech products were also rather significant.
For example, the Xbox One S 1TB Minecraft Bundle was on sale for just $199, down from its usual $398 listed price. Bose’s very popular and excellent QuietComfort 35 II noise-cancelling headphones dropped down to a low of $329 a set, although it was even cheaper over the Black Friday sale period in 2018.
Amazon’s own Echo devices saw significant price drops, with the original Amazon Echo smart speaker selling for just $109 over the Prime Day sale, while the Echo Dot dropped down to just $39 a pop. Even the basic Kindle ereader saw a great discount of $30, bringing the price down to a very affordable $79.
What to expect from Prime Day 2019 in Australia
Amazon has been expanding its catalogue ever since it arrived on Aussie shores, and we’re fully expecting the online marketplace to outdo the 2018 offers.
First and foremost, though, expect to see Amazon’s own products to receive significant price drops. Prime Day 2019 would be a great time to nab yourself the 2018 range of Echo devices, including the All-new Echo Dot and Echo Plus.
You’ll also find great offers on other smart home products, including the Philips Hue starter kits and bulbs, and also on robot vacuums like the iRobot Roomba 960. Expect the Amazon-owned, and rather expensive, Ring Video Doorbell 2 to receive a discount as well.
With more TVs available on Amazon Australia now, we think Prime Day 2019 would be an ideal time to upgrade your home entertainment system, especially if you’re in the market for a good 4K smart telly.
We saw premium headphones receive great discounts on Prime Day last year, as well as over the Black Friday shopping period, meaning you’ll definitely be able to snag a pair of Bose or Sony headphones for less.
Amazon has also partnered with Samsung to offer Aussie customers an easy one-stop shop for all of the South Korean manufacturer’s products. We’re hoping that some of these, including the latest Galaxy S10 range of handsets, see a slash in prices on Prime Day this year.
And avid readers are definitely going to be able to pick up a Kindle, even the premium Kindle Oasis, at a cheaper price.
What does Prime Day mean for Black Friday and Cyber Monday?
Amazon has historically prioritised Prime Day over Black Friday – according to Digitalcommerce360.com, 67% of the 2018 Prime Day deals available overseas were lower than comparable deals on the preceding Black Friday.
In Australia, though, we saw some prices drop lower during the Black Friday sale period as compared to our first ever Prime Day. Perhaps Amazon was testing the waters, and we fully expect the company to outdo itself during both sales in 2019. But Prime Day is more important to the firm, and we’d expect its discounts to be deeper this year, especially on its own devices.
Prime Day: why does it matter more to Amazon?
There are some crucial differences between Prime Day and Black Friday. The first is that Prime Day is Amazon’s own day. It’s right there in the name which, of course, refers to Amazon’s Prime membership program and associated services. Amazon doesn’t own Black Friday, and that means ultimately it’s just another retailer shouting for attention – a massive retailer with a really loud voice. Black Friday is a sales event for the entire retail sector. With Prime Day as its own take on November sale period, it makes it much harder for rivals to muscle in on something that Amazon has effectively created from thin air.
The second and more important difference is that Black Friday doesn’t create new spending. It just moves it slightly. As we’ve discovered in recent years, the money people spend over the Black Friday period is money they were probably going to spend anyway: all Black Friday really does is concentrates pre-Christmas shopping in the last week of November.
Prime Day spending is different in two ways. First of all, people aren’t spending the money they’d already planned to spend on Christmas presents. And secondly, they’re buying mainly for themselves, not for others.
There’s another key benefit for Amazon. Its global bestsellers on Prime Day weren’t just Amazon devices; they were Amazon devices that connect to Amazon services. Fire TVs, Kindle Fires, Echo devices, Alexa remotes. Each one of them connecting to Amazon Prime, and each one of them requiring a Prime membership to buy in the first place. So when Black Friday rolls around, Amazon will have a whole bunch of Prime members for whom shopping on Prime is the default, and who might want to enhance their Amazon-powered smart homes with Amazon-branded Black Friday deals.
Prime Day means that for Amazon, Christmas now comes twice a year.
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