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Amazon Prime Day works for gadgets. Can it sell cereal and cod?

Bloomberg/ 10 Jul 18 | 09:12 PM

The $800 billion grocery market has been hard for Amazon to crack since so many shoppers already make weekly trips to supermarkets

Amazon.com proved it can use bargain buzz to sell a lot of gadgets on a random day in July. This year, it’s hoping excitement around Prime Day gets shoppers to change how they buy groceries.

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Amazon’s fourth annual Prime Day — 36 hours of sales beginning July 16 — will be its first since closing the $13.7 billion purchase of Whole Foods Market.It is offering discounted strawberries, chicken breasts and cod fillets to lure people into its brick-and-mortar stores, as well as enticements to get them to try grocery delivery for the first time.

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Success for Amazon will be measured by how many people switch up their routines in response to the promotion and develop new habits. The $800 billion grocery market has been hard for Amazon to crack since so many shoppers already make weekly trips to supermarkets and big-box stores run by the likes of Kroger Co and Walmart. Retailers have also stepped up their own digital offerings, including a buy-online-pick-up-in-store option that combines the ease of online shopping with the instant gratification of a quick run to the nearby market.

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