EBay throws shade at Amazon ahead of Prime Day

15-second spots star mountain biker Micayla Gatto and gamers Typical Gamer and Samara Redway

By Adrianne Pasquarelli. Published on Jul 10, 2018

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Amazon's massive annual sales extravaganza, Prime Day, is about a week away, and at least one of the company's rivals is in attack mode. On Monday, eBay released a new push in its "Fill Your Cart With Color" campaign and it's aimed squarely at its Seattle-based competitor. EBay is offering more than 100 deals priced at $119—the same price of an annual membership for Amazon Prime—and touting the fact that its products don't require a membership.

"Shoppers are smart, and they want to make the most of their $119, so eBay is offering hundreds of deals with free shipping and no membership required," Suzy Deering, chief marketing officer for San Jose, California-based eBay Americas, said in a statement. The new discounts include shipping and span categories including electronics, fashion and sports.

Two 15-second digital spots began airing on Monday. In one, mountain biker Micayla Gatto navigates a series of jumps as text reads, "When you wanna go big, get the best price. No membership required." Another spot showcases real-life gamers Typical Gamer and Samara Redway. EBay is also promoting its new "Best Price Guarantee," in which it promises to pay 110 percent of the price difference should a consumer find a better deal elsewhere within 48 hours of purchase.

The new campaign was created with 72andSunny Los Angeles, which first produced eBay's "Fill Your Cart With Color" tagline one year ago. The agency won the e-commerce company's business in early 2017. EBay spent $555.9 million on U.S. advertising in 2017, 8 percent more than 2016, according to Ad Age's Datacenter, which also found that the company doubled its measured media spend to $102.2 million over the same period.

Meanwhile, Amazon recently announced that its annual Prime Day will begin in the afternoon on July 16 and run for 36 hours through July 17; six hours more than last year. More bargains are expected with the Whole Foods brand added to the mix for the first time. Last year, the company said its Prime Day was its single-largest sales day of the year, exceeding 2016's Black Friday and Cyber Monday and growing 60 percent year-over-year.

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Jul 10, 2018

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