Amazon’s Prime Day maze: Why online marketplaces are banking on offline experiences

Amazon is betting big on gamification and offline experiences to bring Prime Day to life in Singapore, and the brand’s regional director says it’s just the start.

In conversation with MARKETING-INTERACTIVE, Peter Li, director for China and Singapore at Amazon, said that today’s consumers “increasingly value immersive, hands-on experiences that bridge the digital and physical.”

That insight shaped the new Amazon Prime Day Maze, a free pop-up activation at Suntec City Mall last weekend, giving shoppers an early taste of Prime Day deals ahead of the country’s longest-ever Prime Day, which runs from 8 to 14 July.

“This year marks our longest-ever Prime Day in Singapore with our first seven-day event starting 8 July, offering customers more time to shop and save on thousands of products,” said Li. “We’re excited to celebrate with an experience that brings Prime Day to life for our customers.”

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Bringing Prime to life, offline

While Singapore is a highly digital, convenience-driven market, Amazon sees value in connecting face-to-face. “Offline activations help build deeper familiarity and trust with the brand, especially for first-time customers or those unfamiliar with the full value of a Prime membership,” Li said.

The maze turns Prime’s online perks into playful real-world challenges. At the event, visitors can complete eight themed missions from unscrambling product names to spotting phishing scams.

The fastest finisher in each session can bag a SG$100 Amazon Prime Day voucher and a goodie bag. All finishers walk away with at least a SG$10 voucher, Prime Day merchandise, and a deeper sense of what Prime delivers.

Stations such as 'Stream and seek', 'Data defenders', and 'Unscramble the products' highlight everything from streaming to online safety to everyday shopping essentials. Extra interactive booths at the venue let visitors piece together Prime Video posters, match product categories, or test packing skills to win more vouchers.

“Each game station reflects a different benefit of Prime. These experiences are designed to be both fun and purposeful, making it easier for customers to understand what Prime has to offer," said Li. 

Amazon isn’t alone in experimenting with online-to-offline activations in SEA's eCommerce space. Lazada took a different approach for its 6.6 sales, running unique activations in each market.

In Malaysia, cryptic clown-themed stunts including unbranded billboards and surprise influencer visits sparked viral buzz on TikTok and Instagram. The campaign mixed digital and street theatre, with passersby startled by a clown jumping out of a mysterious pink box and receiving game cards for a “match & win” contest.

In Singapore, Lazada turned Orchard Road into a giant bingo playground, where shoppers played for prizes such as a SMEG fridge or SG$66 cash after completing fun challenges.

Connecting with local moments

This year’s Maze ties in with Amazon’s broader push to connect with Singaporeans around moments of national pride.

As part of its partnership with the National Day Parade 2025, the maze also spotlights local favourites from Amazon Fresh, with visitors invited to share SG60 wishes for Singapore’s future.

The activation is also part of a broader effort to connect with Singaporeans around shared moments of pride and reflection. Beyond Prime Day, Amazon supports local communities through programmes such as Amazon x Shop for good wishlist. The programme enables customers to easily purchase essential items for local non-profits. Once purchased, these items are delivered directly to the organisations. 

"Together, these efforts reflect Amazon’s long-term commitment to being part of Singapore’s story, celebrating with our customers, giving back to the community, and deepening our connection to the people we serve," said Li. 

Beyond the maze, shoppers can check out the Prime Day deals zone for early glimpses of discounts on brands such as Waterpik, Spectra, Shark, Sennheiser, Muji, and LEGO including hands-on play with five new LEGO Bluey sets and up to 30% off popular LEGO collections.

To measure the success of the event, Amazon will be tracking footfall, dwell time, and qualitative feedback. But the main goal, Li said, is stickiness.

“Our main goal with the Prime Day Maze is to help consumers better understand the value of Prime membership. It turns education into an engaging challenge,” he said.

He added: 

The bigger strategy is about meeting customers where they are and building stronger brand understanding through memorable, real-world touchpoints.

The strategy is simple: meet customers where they are — online and offline — and turn curiosity into long-term trust.

"Ultimately, this approach reflects a broader shift in marketing trends in Southeast Asia. As consumer expectations rise, we’re investing in hybrid experiences. You can expect to see more of this across the region as we continue exploring meaningful ways to connect with customers," added Li. 

Li acknowledged that cutting through the noise in Southeast Asia’s competitive eCommerce space isn’t easy.

He said: 

In today’s retail landscape, standing out depends on consistently delivering value and reliability, not just during sale events, but every day.

“The biggest opportunity for Prime, in a rich retail environment where customers face a plethora of choice, is to demonstrate that Prime offers members far more than discounts. It’s about long-term value, convenience, and trust,” he explained.

Whether in a maze at Suntec or at home adding to cart, Li hopes customers feel the same thing: that Prime isn’t just about deals — it’s about making everyday life a little easier, more rewarding, and more connected.

"Prime supports the small things that bring families closer. We want the experience to resonate on both practical and personal levels," said Li. 

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