Amazon’s focus on essential items is leaving a gap for its competitors to capture some of the demand for non-essential products.

WHAT HAPPENED: Amazon canceled its Mother’s and Father’s Day promotions, delayed Prime Day and removed features on its website that encourage customers to buy more as it struggles to keep up with the surge in order volume. Amazon expects its shipping delays will last for at least two more months.

WHY IT MATTERS

Target and Walmart should capitalize on Amazon’s order-overload by converting some of its customers. Amazon’s two-day shipping, its convenient payment process and vast product offering made it the retailer of choice during the quarantine. But it’s not too late for its competitors to invest in marketing, enhance their ecommerce platforms and create new incentives to recruit Amazon loyalists who are currently experiencing delays. Although most of Walmart and Target’s stores are open, enhancing their online presence would give them an extra cushion.