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Amazon's secret weapon revealed

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Amazon Australia has officially revealed its annual "Prime Day" sale will begin at 12am on July 12 as the e-commerce juggernaut looks to offer value amid a cost of living crisis.

The online shopping event, which runs for 48 hours until 11:59pm AEST on July 13, has promised huge discounts on well-known household brands such as Apple, Nintendo, Garmin, Samsung and Lego.

Shoppers must be a member of Amazon's Prime membership program to take part in the sale, with the business offering a 30-day free trial to allow new consumers to take advantage of the deals.

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Amazon Australia's Country Manager Janet Menzies told 9News.com.au that the e-commerce retailer was well aware of the current strain on household budgets.

"Many of our customers are looking for ways to economize, and they're being a little bit careful because of the uncertainty," Menzies said.

"Consumer sentiment is really challenged at the moment, and generally we know that what customers care about is great selection, competitive pricing and good deals."

As a result, Menzies said she expects some of this year's biggest sellers to be household or everyday items that consumers are seeking to reap huge discounts from, rather than extravagant one-off purchases.

"I've had a few customers say that they're going to do their holiday shopping, that they're going to stock up their pantries," she said.

"They're not going to be going out for dinner but perhaps going to look at kitchen appliances.

"At the end of the day, our strategy is to provide really good value every day. And I think whether we're in tough times or good times, one thing that all Australians can agree on is great value."

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A feature of this year's Prime Day sale will be a select 'Shop Local Businesses' store that champions Australian businesses such as Little Archer & Co, a Sunshine Coast-based outfit that specialises in baby and toddler products.

"Prime Day was massive for us last year and we are excited to once again offer Prime members some of our best deals of the year with the free and fast delivery that comes with Prime," said Denise Billsborough from Little Archer & Co. 

"We know that Aussies want to shop local and Prime Day is the perfect opportunity to do so."

Menzies says the annual event has become a major sales driver for small business as it puts their products in front of thousands of customers who wouldn't have seen them otherwise.

"Prime members will have exclusive access to incredible savings from big brands and small and medium local businesses, meaning there will be savings to be made no matter what you are looking for," she said. 

"Prime Day 2021 marked the biggest two days for small local businesses on Amazon.com.au at the time and we are excited to be putting them front and centre again through our Shop Local Businesses Store this year."

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While Amazon is nearly ubiquitous in the United States, it is still growing in size and brand recognition here in Australia.

The e-commerce giant more than doubled its operational footprint in 2022, launching the nation's first robotics fulfilment centre earlier this year in Western Sydney.

Globally, it allows shoppers to choose from a growing list of more than 200 million products.



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