• July 10th, 2017
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Amazon Prime Day – 2017

Amazon Prime Day is a wrap! And I am sure it’s going to be largely a success for Amazon, per usual. For us it provided some good insight to both Amazon and Walmart’s dealings with each other. Our product, PricingIQ, was configured to price monitor 100 products on both retailers. The impetus behind this small project was to see how many price changes happened during PrimeDay and whether or not Walmart would just sit it out on the sidelines. What we learned was there were a lot of price changes, Walmart did not sit this one out, and it was a damn good day to buy a toothbrush! (All the products we monitored can be found here at the bottom of the page)

Price Changes

There were 92 price changes over a 30 some odd hour window – Amazon kicked off PrimeDay early and we just happened to be ready for it. A third of those price changes were a discount on previous pricing, the remaining were lapses in the PrimeDay pricing or a product going out of stock and the Buy Box moving to a 3rd Party Sellers from the Marketplace.

Some of the better pricing discounts we monitored were:

  • Oral-B Pro 7000 SmartSeries Black Electronic Power Rechargeable Toothbrush – went from $129.97 on both sites to $85.00, it took Walmart a few hours to price match but by noon PST they had. Both retailers increased their price to $129.96 by 7/12/2017.
  • Philips Sonicare HealthyWhite+ electric rechargeable toothbrush, HX8911 – surprisingly Walmart led the charge, yup I did it, with discounting this toothbrush from $97.07 to $79.97 on the evening before PrimeDay officially kicked off. Amazon ended up pricing matching this product by noon PST on PrimeDay. By end of PrimeDay they both were price at $96.50 but only to start the next day at $82.02. Implications around making you feel like you got a good deal the day of? Or just the Brand reducing their price across all their channels – I don’t know, but interesting nonetheless.
  • Philips Sonicare HX8332/12 Airfloss Ultra, Pink – by 7AM on Prime Day Aamazon had moved the price for the Airfloss down from $78.95 to $69.99. Walmart, equally priced to start, found price parity by noon PST on PrimeDay price matching to $69.99. This price both retailers have held post PrimeDay.
  • GoPro HERO5 Black – Amazon dropped the price here to $319.20 by using a clever trick of only giving you that discount if you purchased with their Amazon Prime card. This is not a direct MAP Violation because the GoPro MAP policy but I am not entirely sure its so black and white.

  • SanDisk Ultra 64GB microSDXC UHS-I Card with Adapter, Grey/Red, (SDSQUNC-064G-GN6MA) – Is another potential MAP violation on a PrimeDay discount. This discount was only applied once you added this product to your cart. We also saw a similar strategy with a handful of other products.

  • Coffee Cafe Barista Espresso Maker, BVMC-ECMP1000 – Amazon also had a significant discount from $132.61 to $105.55. This one Walmart did not price match during PrimeDay.
  • Transformers: The Last Knight Optimus Prime Voice Changer Helmet – really just an honorable mention given the day, but Optimus Prime did drop from $60 to 58.91 through PrimeDay.

Other tidbits:

  • Amazon was not always leading the charge for discounts during PrimeDay, but they did quickly respond by matching Walmart’s pricing for certain products.
  • There is significant price tracking and price matching observed between both Amazon and Walmart – this was not an unknown and was expected though I did expected to see a higher amount across the dataset. My assumption at the moment is our sample size is too small and the products, while best sellers, are maybe not the most competitive.
  • The aggregate cost to own all the products we price tracked went from Walmart @ $8,047 & Amazon @ $7,625 to its lowest for Walmart @ Noon PST for $7,823 and Amazon’s lowest of $7,367 at 7AM PST. As of 7/12 Walmart to $8,020 and Amazon has stayed down to $7,499.


This was definitely a worthwhile exercise. We were able to see some of the things we thought we knew get proved out, at least to some degree. Beyond that though we left with more questions to be answered that we had not thought about – and that is a good thing! We have seen Amazon and Walmart both seemingly respond to the others price changes. There was also seemingly an attempt by Walmart to blunt some of Amazon’s Prime’I’ness by achieving price parity for some products that were for prime members only. Something tells me that if this becomes more and more prevelant that PrimeDays are going to go the way of the birds.

Finally we are still monitoring this same group of products throughout to day as our final point of analysis will be how many price moves both retailers do on a “normal” day.

Do you want access to our PrimeDay data? Send me a note and I will pass it along.


July 10, 2017

Amazon Prime Day Tomorrow! We are price tracking 100 products on Amazon and Walmart for the next three days. A very small subset of what both retailers carry (and what our price monitoring can handle)- but they are best seller products on both. At the moment there is roughly an aggregated $400 difference, favoring Amazon (Amazon $7640.09 vs Walmart $8041.56)

–More info to follow over the next couple of days! —

  1. 3M 39008 Headlight Lens Restoration System
  2. Acer R240HY bidx 23.8-Inch IPS HDMI DVI VGA (1920 x 1080) Widescreen Monitor
  3. Apple iPad mini 4 (128GB, Wi-Fi, Space Gray)
  4. Armor All 78840 4-Piece Black All Season Rubber Floor Mat
  5. Aroma Housewares ARC-914SBD 8-Cup (Cooked) Digital Cool-Touch Rice Cooker and Food Steamer with Stainless Steel Exterior, Silver
  6. ASUS Chromebook C202SA-YS02 11.6″ Ruggedized and Water Resistant
  7. Baby Banana Infant Training Toothbrush and Teether, Yellow
  8. Black & Decker BDCCS20B 20-Volt MAX Lithium-Ion Circular Saw Bare Tool, 5.5-Inch
  9. BLACK + DECKER CHV1410L 16V Cordless Lithium Hand Vac
  10. Black+Decker BDH9600CHV Dustbuster 9.6V Cordless Hand Vac
  11. BLACK+DECKER LDX120C 20-Volt MAX Lithium-Ion Cordless Drill/Driver
  12. Braun Series 7 790cc Cordless Electric Foil Shaver for Men with Clean and Charge Station
  13. Brica Seat Guardian Car Seat Protector
  14. Camco 22783 TastePURE Drinking Water Hose (5/8″ID x 25′)
  15. Canon PIXMA MX492 Wireless All-In-One Photo Inkjet Printer, Copy/Fax/Print/Scan
  16. Cascade Platinum ActionPacs Dishwasher Detergent, Fresh Scent, 62 Count
  17. Chicco Keyfit 30 Infant Car Seat and Base, Lilla
  18. Clearblue Digital Ovulation Test, 20 Ovulation Tests
  19. Coleman 40 Quart PowerChill Thermoelectric Cooler
  20. Coleman Brazos 30-Degree Sleeping Bag
  21. Coleman Green Valley 40-Degree Sleeping Bag
  22. Coleman Sundome 2-Person Dome Tent
  23. Compact Ice Maker, Red
  24. Dell S2715H 27-Inch Screen LED-Lit Monitor
  25. Delta Children 4 Pocket Hanging Wall Organizer, Beige
  26. Disney Moana Adventure Doll
  27. DJI Mavic Pro
  29. Duck Brand Bubble Wrap Original Cushioning, 12 in. x 150 ft., Single Roll (284054)
  30. Duck Brand HP260 High Performance 3.1 Mil Packaging Tape
  31. Energizer Lithium Batteries, AA, 8/Pack
  32. Epson WF-2750 All-in-One Wireless Color Printer with Scanner, Copier & Fax
  33. Epson WorkForce WF-3640 Wireless Color All-in-One Inkjet Printer with Scanner and Copier
  34. Fisher-Price Rainforest Jumperoo
  35. Fisher-Price Soothe & Glow Seahorse, Blue
  36. Fitbit Flex 2, Black
  37. FRAM CF10134 Fresh Breeze Cabin Air Filter with Arm & Hammer
  38. Fujifilm Instax Mini 9 Instant Camera – Flamingo Pink
  39. G-Shock GW6900-1 Men’s Tough Solar Black Resin Sport Watch
  40. Garmin Forerunner 35 GPS Running Watch, Black
  41. Garmin vívoactive HR GPS Smart Watch, Regular fit – Black
  42. Garmin Vívofit 2 Activity Tracker, Black
  43. George Foreman GRP1060B 4 Serving Removable Plate Grill, Black
  44. Google Wifi system (set of 3) – Router replacement for whole home coverage
  45. GoPro HERO Session
  46. GoPro HERO5 Black
  47. Grandma’s Secret Spot Remover, 2-Ounce
  48. Hamilton Beach 33473 Programmable Slow Cooker, 7-Quart, Silver
  49. Hamilton Beach 70740 8-Cup Food Processor, Black
  50. Honeywell HT-900 TurboForce Air Circulator Fan, Black
  51. Infant Optics DXR-8 Video Baby Monitor
  52. Infantino Grow-with-me Activity Gym and Ball Pit
  53. Keurig K475 Single Serve Programmable K- Cup Pod Coffee Maker with 12 oz brew size and temperature control, Vintage Red
  54. Kiinde Breast Milk Storage Twist Pouch (6 oz – Pack of 80)
  55. KRUPS F203 Electric Spice and Coffee Grinder with Stainless Steel Blades, 3-Ounce, Black
  56. KRUPS GQ502D Adjustable Temperature Belgian Waffle Maker with Removable Plates, 4-Slice, Silver and Black
  57. LEGO Classic Medium Creative Brick Box
  58. LEGO Star Wars AT-ST Walker 75153
  59. Little Live Pets Snuggles My Dream Puppy
  60. Magic Bullet Blender, Small, Silver, 11 Piece Set
  61. Mohu Leaf 30 Flat 30-Mile Indoor HDTV Antenna
  62. Munchkin Arm & Hammer Diaper Pail Snap, Seal and Toss Refill Bags, 20 Bags, Holds 600 Diapers
  63. Munchkin Miracle 360 Sippy Cup, Green/Blue, 10 Ounce, 2 Count
  64. Munchkin Warm Glow Wipe Warmer
  65. Nerf Zombie Strike Hammershot Blaster
  66. NETGEAR Nighthawk AC1900
  67. NETGEAR Orbi Home WiFi System: AC3000 Tri Band Home Network with Router & Satellite Extender
  68. NoseFrida The Snotsucker Nasal Aspirator
  69. Nuby (600) IcyBite
  70. Nuby Octopus Hoopla Bathtime Fun Toys, Purple
  71. Omron HJ325 Alvita Ultimate Pedometer, Blue
  72. Oral-B Pro 7000 SmartSeries Black Electronic Power Rechargeable Toothbrush
  73. Philips AVENT Anti-Colic Bottle Newborn Starter Set, Blue
  74. Philips Norelco OneBlade hybrid electric trimmer and shaver, FFP, QP2520/90
  75. Philips Norelco S9311/87, Shaver 9300
  76. Philips Sonicare HealthyWhite+ electric rechargeable toothbrush, HX8911
  77. Philips Sonicare HX8332/12 Airfloss Ultra, Pink
  78. Sakura 30062 6-Piece Pigma Micron Ink Pen Set, Black
  79. SanDisk Ultra 64GB microSDXC UHS-I
  80. Sassy Developmental Bumpy Ball
  81. Shark Cordless Pet Perfect II Hand Vac
  82. SKIL 3550-02 7-Inch Wet Tile Saw with HydroLock Water Containment System
  83. Star Wars The Black Series 40th Anniversary Princess Leia Organa 5.25 Inch Figure
  84. Star Wars The Force Awakens RC BB-8
  85. Summer Infant 3Dlite Convenience Stroller, Caribbean Blue
  86. Summer Infant Contoured Changing Pad, White
  87. Summer Infant My Size Potty
  88. Summer Infant Pop N’ Sit Portable Booster
  89. SuperSonic Bluetooth Smart Watch
  90. The First Years Quick Serve Bottle Warmer
  91. The LEGO Batman Movie – The Batmobile
  92. Tide PODS Spring Meadow Scent HE Turbo Laundry Detergent Pacs, 81 count
  93. TomTom VIA 1515M 5-Inch Portable Touchscreen Car GPS Navigation Device
  94. Transformers: The Last Knight — Knight Armor Turbo Changer Bumblebee
  95. Transformers: The Last Knight Optimus Prime Voice Changer Helmet
  96. VTech DM111 Safe & Sound Digital Audio Baby Monitor With One Parent Unit
  97. Weber 7416 Rapidfire Chimney Starter
  98. Wemo Mini Smart Plug
  99. WORX Compact Circular Saw
  100. Coffee ECMP1000 Café Barista Premium Espresso/Cappuccino System, Silver