There's room for small businesses to compete with Prime Day

FILE- In this April 9, 2018, file photo, shoppers walk in a mall in Salem, N.H. As Amazon gears up for its Prime Day promotion, other big-name retailers like Macy’s and eBay are launching deals and sales of their own. But small businesses, including The Associated Press
FILE- In this April 9, 2018, file photo, shoppers walk in a mall in Salem, N.H. As Amazon gears up for its Prime Day promotion, other big-name retailers like Macy’s and eBay are launching deals and sales of their own. But small businesses, including those that don’t sell much online, shouldn’t sit on the sidelines. (AP Photo/Elise Amendola, File)

As Amazon gears up for its Prime Day promotion, experts say small businesses shouldn't sit on the sidelines.

While entrepreneurs may not be able to go head to head with the online behemoth in some areas, experts say they should differentiate themselves by offering unique products and experiences, whether their business is rare books or shoe repairs.

One main thing? Stay authentic. That's from Amit Sharma, who is CEO of Narvar, a tech company, and is a former executive at Walmart, Williams-Sonoma and Apple. Sharma says small businesses may not be able to compete on price and promotions, but should highlight their products and how they stand out.

How else might small retailers capitalize on Prime Day? Generating buzz, and highlighting new merchandise that will keep shoppers returning.

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