McKinleyville, California, U.S.A.-based canned and packaged seafood firm Wild Planet Foods is one of several U.S. seafood suppliers that is likely to see a sales boost during Amazon Prime Day 2025, which runs from 8 to 11 July.
Wild Planet Foods, which sells pole and line-caught tuna and other seafood, is offering 20 percent off its 12-packs of Skipjack Wild Tuna and Wild Sardines on the digital retail platform during the four-day deal.
"We like to use these tentpole events to introduce our products to new customers. We know when new customers try our product, they will come back,” Wild Planet Director of E-Commerce Max Rudy said.
Pacific Grove, California, U.S.A.-based tinned seafood brand Fishwife is similarly offering 20 percent off its Smoky Trio 3-Pack, with a final price of USD 31.20 (EUR 27) for one tin each of Smoked Salmon, Smoked Rainbow Trout, and Smoked Mackerel.
New York Steak & Seafood is also promoting its Frozen Saku Ahi Tuna Blocks, which comprise two pieces in a 12-ounce package, for USD 53.60 (EUR 45.75), marking a 19 percent discount from its normal price.
Other retailers are trying to compete with Amazon by running their own deal events during a similar time frame.
Walmart is operating a competing “Walmart Deals” sales from 8 to 13 July, while Target is promoting “Target Circle Week” from 6 to 12 July. During the latter event, Target is promoting its private-label Good & Gather sustainable shrimp, Atlantic salmon, and other products under a “buy one, get one 50 percent off” deal.
Wild Planet is not discounting its products at Walmart and Target during the competing events but aims to offer specials for back-to-school sales at those retailers this fall.
“I do not see serious competition or lost sales for us not participating,” Rudy said.
Amazon Prime Day and competing deal events are expected to push overall U.S. e-commerce sales up 28.4 percent year over year to USD 23.8 billion (EUR 20.4 billion) during 8 to 11 July, according to Adobe Analytics’ forecast reported by Reuters.
Last July, Amazon Prime Day lasted only two days, and overall U.S. retail sales reached USD 14.2 billion (EUR 12.1 billion) during the deal.
"With this year’s expansion to four days, Amazon is shaking up what had become a fairly predictable Prime Day playbook,” Emarketer Principal Analyst Sky Canaves said in a statement.
The New York City, New York, U.S.A.-based data and insights firm expects Amazon to capture 75 percent of U.S. e-commerce sales during the period, compared to 60 percent last year.
“Amazon’s competitors had piggybacked off its success by launching their own July sales events, often up to a week long, and their revenues during Prime Day had been growing at a faster rate than Amazon’s. This year will mark a major reversal in that trend,” Canaves said.
