Yotpo recently surveyed 2000 consumers about their shopping plans for Amazon Prime Day and found that while 71.05 percent view Amazon as a destination to buy fashion online, only 40.89 percent of them have plans to make purchases from Amazon next week.
Amazon being perceived as a “fashion destination” is an interesting concept to consider, but the reality is that 70.55 percent of consumers prefer to buy fashion directly from brands. Of these D2C fashion brand loyalists, 61.87 percent currently have no plans to make purchases from Amazon, a number that is closely in line with the 64.6 percent that consider themselves loyal to specific fashion brands.
So, how can D2C fashion brands be prepared to stand out—not just on Amazon Prime Day—but every day? The top three things they need to do are:

  1. Invest in an authenticated customer reviews program.
This should be a brand’s number one priority. 98 percent of those surveyed said customer reviews are the most important thing that helps them determine if they are going to make a purchase or not.
  1. Know that perks work.
Consumers are king and they always want, and even expect, a little something extra. Amazon shoppers now have the option to earn $5 dollar credits every time they opt to delay an order, and free shipping is the norm. D2C shoppers are no different. 93 percent say they are more likely to buy from a brand if that brand rewards them with discounts, VIP access to products and deals, free shipping, etc.
  1. Put a Loyalty or Rewards Program in Place; Your Customers Want One
Shoppers are more than willing to join a brand’s loyalty program if it’s an option. Nearly 90 percent would join the loyalty/rewards program of their favorite fashion brands if the brand offered them.
Additional data that D2C brands may be interested in knowing to help them go head-to-head with Amazon include the following:
  • 46 percent plan to check out deals but aren’t looking to buy anything specific.
  • 34.6 percent plan to participate and buy specific products on sale.
  • 19.4 percent have no plans to participate in Amazon Prime day with 6.55 percent having no idea what it is, and 7.95 percent having no idea what’s on sale and not caring.
In addition, it turns out that the Amazon Prime Day Shopper and D2C Brand Loyalist Shopper are somewhat similar consumers, with a bit of deviation in education level and marital status. The biggest difference is in employment status, however.

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