Amazon has loudly given us the heads up that Prime Day runs from 23rd to 26th June this year, for anyone with an Amazon Prime account.
That means we’re about to see the usual wave of “limited time” offers, price drops, and “urgent” countdowns.
As a Prime Member myself who loves a deal and has used Amazon for a very long time, it does leave me questioning whether some of these deals are actually a bargain, or just a well-designed marketing event.
That can lead to buying the discount, rather than buying the item.
On the face of it, that sounds ridiculous to say, but I think it happens more often than people would like to admit.
Something that was £99.99, which you didn’t seek out in the first place, suddenly appears on your front page for £49.99 because you bought something vaguely related six months ago.
“Because you bought this.”
“Frequently bought together.”
“Customers also viewed.”
“This could complement your existing purchase.”
At that point, it starts to feel less like browsing and more like the algorithm is trying to spend your money for you.
The most annoying part? Sometimes it’s right.
Sometimes I do need that adapter, or that cable, or a stand that will display the purchase better.
Sometimes, I don’t need it at all. It felt good in the moment, but the idea that I needed it only existed between seeing the deal and clicking “add to basket”. It made complete sense for about 30 seconds.
Then it arrives at the doorstep and suddenly reality sets in and it’s another thing in a box, which is its own dilemma.
That’s where Amazon’s returns policy makes it even easier to justify. Worst case, send it back. Except then you’ve got to actually send it back. Print the label, pack it back up, make the journey to the Post Office, and stand in a queue reflecting on whether this was all worth getting £8.49 back in the Amazon account.
So, back to Prime Day, this is where I have to stop and think:
Would I have looked for this yesterday?
If the answer is yes, and the price is genuinely lower, and I’ve done the research on the price history, then fair enough. That’s a deal. Buy it.
If the answer is no, and I only want it because Amazon has put a timer next to it and told me I’m saving money, then I’m buying the discount rather than buying the item, and the marketing has won.
At least that’s what I’m going to tell myself anyway.
Add to basket.
What do you think?