Interview: Henry Low, Country Manager, Amazon Singapore shares how Amazon is prepping deals for its subscribers
SINGAPORE — E-commerce giant Amazon first entered the Singapore market in July 2017 with fast delivery service Prime Now, followed by its subscription model Prime in December 2017. Using a subscription model, consumers just have to sign up for a 30-day month trial, followed by a monthly subscription of $2.99 onwards to enjoy some of the rewards Amazon has offered – across Prime Video, Twitch and Prime Now.
After the first Prime Day sales event in 2018, Amazon continues with its second annual two-day event this year, with price reductions offered by retailers on its platform. Sharing its big data results, Amazon revealed that shoppers on Day 1 (15 July) grabbed Sennheiser Special Edition Bluetooth Wireless Headphones, Philips Hue Go portable lights, and Play-Doh Playful Pies besides KitchenAid Artisan Stand Mixers, Predator X34P Gaming Monitors, and Coca-Cola Zero Sugar Packs of 12. Prime Day continues on with Day 2 (16 July).
Yahoo Lifestyle Singapore speaks to Henry Low, Country Manager of Amazon Singapore and Director of Amazon Asia-Pacific Holdings, on how Amazon is diversifying its video content and expanding Prime Day deals.
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There is a further fragmentation of the streaming ecosystem with so many players coming to town, like Disney+. How much do you think your company will need to invest in acquiring new content to satiate consumers’ appetite in Prime Video? Will this include local Asian content?
Our focus is on delivering the best service for our members. And we believe that regardless of what service you have, you are going to want to access Prime Video’s popular and award-winning Amazon Original Series, including The Grand Tour from Jeremy Clarkson, Richard Hammond and James May, Good Omens, based on the bestselling novel by Neil Gaiman, The Man in the High Castle, and Transparent, as well as globally popular Hollywood movies and TV shows.
However, our Prime members in Singapore can enjoy Japanese, Hindi, Tamil and Indian TV and movies, as well as take advantage of the different languages available for subtitles and audio.
As for additional local content, we are always looking for exciting and fresh content from all over the globe, but we don’t have anything to announce right now. Prime members also get access to the other Prime benefits. In Singapore, Amazon Prime brings two-hour delivery with Prime Now; access to Prime Day, a two-day only global shopping event exclusively for Prime members, and Twitch Prime – a premium gaming experience on Twitch.
What do you think is the saturation point in the number of services that consumers would be willing to pay for?
Our focus is on our own service and ensuring that we provide our customers with a deal that would be irresponsible for customers not to join. From free unlimited shipping benefits, to entertainment benefits such as unlimited streaming of Prime Video and Twitch Prime, we are confident that members will continue to enjoy the Prime programme and its benefits.
Will Amazon be introducing different consumer subscription models in the near future?
We have no announcements to make at this time.
How does a service brand like yours, build a unique brand while promoting awareness for the entertainment (Prime Video, Twitch) you have on your platform?
The most important thing to us is our customers. Therefore, we have to continue to innovate on their behalf and find new and interesting things to engage them with. That is why we are so excited to be bringing Prime Day to Singapore for the second time.
This year Prime Day is an epic two days of our best deals, exclusively for Prime members. We are offering our customers a greater variety of deals, being refreshed more frequently compared to last year.
We are unboxing more than just deals this Prime Day. New this year, we now have access to key Prime Day events including the Prime Day concert and global gaming events like the Twitch Prime Crown Cup.
Are Singaporean subscribers able to get the same deals that subscribers in the US enjoy for Amazon Prime Day?
Items vary by country, so deals will also vary.
How is Singapore's warehouse prepping for the sale days?
For more than 20 years, we’ve invested in our fulfilment network globally to ensure we can meet growing demand. We have been planning for Prime Day and, in partnership with our amazing associates and delivery partners, we are excited to see how customers respond.
For more information, log on to www.amazon.com.sg/primenow
