Amazon is gearing up for Prime Day by focusing on boosting its grocery offerings, drawing from the success it experienced in the category during last year’s event. The e-commerce giant is offering grocery-specific deals for its Amazon Fresh stores in preparation for Prime Day. These deals include 20% off in-store purchases leading up to the event, 30% off early Prime Day deals across various channels, and a $20 discount on online purchases of $100 or more during the event. Additionally, Prime members using Amazon’s credit card at Amazon Fresh stores can earn 6% back. A PYMNTS study from last year revealed a rise in grocery spending during Prime Day, with 23.1% of participants purchasing groceries compared to 20.5% the previous year. These aggressive grocery deals come as Amazon continues to search for a successful strategy for its Fresh stores, with some locations closing and others on hold despite CEO Andy Jassy’s optimism about the grocery segment’s potential.

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