Why Merchants and Shoppers are Shunning Amazon’s Prime Day®.

Investigation: The real fallacy and marketing gimmick behind Amazon’s Prime Day revealed.

We discuss why educated consumers understand the Prime Day gimmick. You know something is up when reporters can’t stop talking about Prime Day — many profiles include a hidden revenue-sharing link to earn a commission for promoting Prime Day. While the media gushes over Prime Day and consumers flood the online retailer for shopping hauls, they are participating in Amazon’s self-promotion without recognizing what Prime Day really means.

WATCH: Amazon’s Prime Day Still ‘Prime’?

Amazon has proven itself to be quite the marketer extraordinaire. Yet, educated consumers understand a more accurate moniker describing Amazon® Prime Day as “Hidden Fee Gimmick Day.” They also score billions of dollars in free media coverage. You are forced to pay $139 before you save a penny.

There is an overlooked problem with Amazon’s Prime Day, the annual online shopping event compared to Black Friday, and offering “sales” during a today event.

Prime Day is a calamity for small businesses and a marketing gimmick few consumers understand.

ScanMyPhotos is frustrated with Amazon’s hidden fee gimmicks and is doing something about it.

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Many consumers shop for the deal, but are Prime Day bargains a real discount? What are the hidden costs?
This marketing gimmick scores massive media attention – billions in free advertising.
You are forced to pay $139 before you save a penny.
Good luck if you are not an Amazon Prime member; you can’t play their game.
This is the definition of a “pay-for-play” marketing scheme.
Many of the discounts are closeouts, last year’s models, and unsold overstocked items.
Bloggers, the media, and influencers crow about the #PrimeDay deals but fail to explain the caveat.
The first rule. There is a $139 upfront signup fee.

Not Everyone Is a Fan of Amazon Prime Day
The other problem is how shopping during Prime Day is an assault on America’s small businesses.
While it sounds like Amazon is compassionate for supporting small businesses, there is a backstory.
Are small businesses required to be an Amazon merchants — listed on its platform?
What are the hidden fees to merchants for every purchase?
Better is to buy directly — to support companies as they promote their own discounts.

The lesson and cautionary tale are how companies must sell directly to consumers without middleman agents collecting hidden fees.

ScanMyPhotos is a longtime advocate for small businesses. We designed our own discounts for year-round photo scanning void of marketing gimmicks and signup fees. Will other companies follow along?