The Prime Day effect is real, according to new data about Day 1 of Amazon’s annual summer sales event. In other words, if Amazon is holding a sales event, so are other online retailers. Furthermore, if Amazon is holding a sales event, consumers are shopping — whether on Amazon or elsewhere — to capitalize on the deals.

This phenomenon, often referred to as the “halo effect,” impacts the entire e-commerce ecosystem. Competitors, from big names to smaller online boutiques, see an uptick in sales as shoppers look for bargains across multiple platforms. The lure of discounts and special offers on Prime Day encourages consumers to explore various retail sites, boosting traffic and conversions even on platforms that are not directly part of Amazon.

Digital marketers and e-commerce giants have caught on to this trend. They strategically plan their own sales events around Prime Day to catch the wave of increased online shopping activity. By aligning their promotions with this period, other retailers can attract price-sensitive customers who are already in a buying mood.

Businesses not leveraging this period might miss out on a significant surge in website traffic and sales. Employing effective SEO tactics around this event, such as optimizing for terms like “Prime Day deals,” “summer sales,” and other high-target keywords, can help retailers capture more of the online shopping frenzy.

For e-commerce brands, this strategy isn’t just about copying Amazon but about positioning themselves where the shoppers already are. By understanding the impact of the Prime Day halo effect, digital marketers can maximize their reach and sales, creating a win-win situation for both consumers and retailers.