The UAE's Amazon shoppers can expect discounts of up to 70 per cent in its Everything For You Sale in July. AP Photo
The UAE's Amazon shoppers can expect discounts of up to 70 per cent in its Everything For You Sale in July. AP Photo
The UAE's Amazon shoppers can expect discounts of up to 70 per cent in its Everything For You Sale in July. AP Photo
The UAE's Amazon shoppers can expect discounts of up to 70 per cent in its Everything For You Sale in July. AP Photo

Lifestyle

Why Amazon Prime Day has been a bit underwhelming in the UAE

UAE shoppers don't get the same deals as those in the US and UK do

Sophie Prideaux
Sophie Prideaux

July 16, 2019

  • English
  • Arabic

For many UAE shoppers, the arrival of Amazon earlier this year was a welcome one. The world’s largest e-tailer promised customers unparalleled choice and access to its exclusive deals, such as the ones offered on Amazon Prime Day.

Customers in the UAE are no stranger to flash sales. The country is known around the world as a shoppers' paradise, and for good reason. Throughout the year, malls and e-tailers across the emirates host multiple shopping festivals, in which prices have been known to have been slashed by as much as 90 per cent.

And with Amazon Prime Day upon us, has this global phenomenon lived up to the UAE's sale-hungry standards? Frankly, it's been a little underwhelming.

Firstly, Amazon.ae's Prime Day deals seem to differ quite dramatically from those on offer on Amazon's US and UK sites. A quick scan of deals on Amazon's own devices, including items such as Kindles and Echos, shows 74 offers for US shoppers, as opposed to just 14 for Prime customers in the UAE.

  • This Huawei phone has a Leica camera, making it one of the best smartphone cameras on the market. Amazon Prime Day has it at 40% off, at 1,989.
    This Huawei phone has a Leica camera, making it one of the best smartphone cameras on the market. Amazon Prime Day has it at 40% off, at 1,989.
  • The Toshiba 75 inch UHD LED TV is being sold for Dh3,499, which Amazon says is a saving of 36% of Dh2,000.
    The Toshiba 75 inch UHD LED TV is being sold for Dh3,499, which Amazon says is a saving of 36% of Dh2,000.
  • PS4 game Call of Duty Infinite Warfare is Dh20, that's 90% off the list price of Dh199.
    PS4 game Call of Duty Infinite Warfare is Dh20, that's 90% off the list price of Dh199.
  • There's 32% off this Fitbit Inspire in this dark red hue called Inspire. The sale price is Dh239.
    There's 32% off this Fitbit Inspire in this dark red hue called Inspire. The sale price is Dh239.
  • This HelloBaby monitor comes with a remote pan-tilt-zoom camera, infrared night vision, temperature display, two-way audio and a lullaby option. It's Dh258, a saving of 48%.
    This HelloBaby monitor comes with a remote pan-tilt-zoom camera, infrared night vision, temperature display, two-way audio and a lullaby option. It's Dh258, a saving of 48%.
  • This Black + Decker four litre digital air fryer is now Dh280, meaning the discount is 49%.
    This Black + Decker four litre digital air fryer is now Dh280, meaning the discount is 49%.
  • This app-enabled BB-8 droid shows a range of expressions and perks up at voice commands. It's not cheap at Dh199, but it's original list price is Dh499, so that's a 60% saving.
    This app-enabled BB-8 droid shows a range of expressions and perks up at voice commands. It's not cheap at Dh199, but it's original list price is Dh499, so that's a 60% saving.
  • This Chicco Viaro Travel system comes with a stroller and a car seat and the bundle now costs Dh999, a saving of 54% (the list price is Dh2,188)
    This Chicco Viaro Travel system comes with a stroller and a car seat and the bundle now costs Dh999, a saving of 54% (the list price is Dh2,188)
  • This Moulinex Fryer, Fry & Cook is Dh199, which is a saving of Dh300 or 60% from the list price. It's dishwasher safe and has air pulse technology.
    This Moulinex Fryer, Fry & Cook is Dh199, which is a saving of Dh300 or 60% from the list price. It's dishwasher safe and has air pulse technology.
  • This may not be the most glamorous or exciting purchase, but it's certainly a good deal: pay Dh96.97 for 112 Finish dishwasher detergent tablets. That's a saving of Dh80.53 because dishwasher tablets are one of those things that are always surprisingly expensive.
    This may not be the most glamorous or exciting purchase, but it's certainly a good deal: pay Dh96.97 for 112 Finish dishwasher detergent tablets. That's a saving of Dh80.53 because dishwasher tablets are one of those things that are always surprisingly expensive.
  • This Samsonite garment bag is at 68% off, meaning it's now Dh649 (the list price is Dh2,030 - Samsonite is a premium luggage brand).
    This Samsonite garment bag is at 68% off, meaning it's now Dh649 (the list price is Dh2,030 - Samsonite is a premium luggage brand).
  • This bundle of four PS4 games includes Little Big Planet 3, Bloodborne, Uncharted 4 and Last of Us. It costs Dh129, which is a saving of 59%.
    This bundle of four PS4 games includes Little Big Planet 3, Bloodborne, Uncharted 4 and Last of Us. It costs Dh129, which is a saving of 59%.
  • These Ray Ban women's sunglasses are 60% off and now cost Dh225 with free shipping. You save Dh384.
    These Ray Ban women's sunglasses are 60% off and now cost Dh225 with free shipping. You save Dh384.
  • This Samsung Galaxy Note 9 with 128 GB of storage costs Dh1,799, and is 51% off. It's the UAE version of the phone.
    This Samsung Galaxy Note 9 with 128 GB of storage costs Dh1,799, and is 51% off. It's the UAE version of the phone.
  • The Philips Lumea hair removal machine is now Dh749, a purported saving of Dh950.
    The Philips Lumea hair removal machine is now Dh749, a purported saving of Dh950.
  • It's not a huge saving overall, but a very practical buy for women. The popular mascara is going for Dh17.39, a saving of 43%.
    It's not a huge saving overall, but a very practical buy for women. The popular mascara is going for Dh17.39, a saving of 43%.
  • This high-end Bose SoundTouch 300 Soundbar costs Dh2,299, whereas the list price is Dh3,149. It comes with audio room calibration that fine-tunes the system’s sound to your room, so your sound always fits your space.
    This high-end Bose SoundTouch 300 Soundbar costs Dh2,299, whereas the list price is Dh3,149. It comes with audio room calibration that fine-tunes the system’s sound to your room, so your sound always fits your space.
  • This Canon EOS 5D Mark IV camera, body only, isn't cheap at Dh8,029, but the list price is Dh13,599, so you're saving 41%. There is currently limited stock.
    This Canon EOS 5D Mark IV camera, body only, isn't cheap at Dh8,029, but the list price is Dh13,599, so you're saving 41%. There is currently limited stock.
  • This fully-automatic Krups Latt Espress coffee machine retails at around Dh3,299, but is Dh1,999 on Prime Day (that's a 39% saving). You can save your coffee settings so your choice of brew is made quickly, every time. This is a good option for those who like milky coffee at home.
    This fully-automatic Krups Latt Espress coffee machine retails at around Dh3,299, but is Dh1,999 on Prime Day (that's a 39% saving). You can save your coffee settings so your choice of brew is made quickly, every time. This is a good option for those who like milky coffee at home.
  • This HP Pavilion x360 laptop is pen-enabled and is being sold at a 39% discount - the Amazon Prime Day price is Dh2,499.
    This HP Pavilion x360 laptop is pen-enabled and is being sold at a 39% discount - the Amazon Prime Day price is Dh2,499.

The US version of Amazon has deals on luxury beauty brands such as Sunday Riley. Those are not available in the UAE. There is also a difference in the kind of items on offer, with the US site seeming to have more variety when it comes to home and electronics.

Then there is the fact that other e-tailers in the UAE have launched sales in order to compete with Amazon Prime Day. Noon.com, for example, is currently offering discounts of up to 80 per cent across selected home, beauty and electrical items, matching and even surpassing the discounts on offer during Amazon Prime Day.

Explaining how Amazon Prime Day deals are calculated, a spokesperson for Amazon.ae told The National: "We think carefully about how to customise and localise Prime in each country because we recognise that customer needs and expectations vary. For the UAE, these include things such as access to Amazon Prime Video so members can stream or download their favourite shows, exclusive deals, and free next day delivery.

“We will continue improving Prime over time to keep delighting customers in the UAE.”

Lifestyle