Executive Briefing
Why Prime Day works
People are already shopping online. But Amazon’s cheesy holiday helps turn shoppers into buyers.
By Dan Frommer on Tuesday, July 16, 2019 at 2:01 pm
As you’re probably aware, we’re now more than halfway through Amazon’s expanded annual “Prime Day” extravaganza of global impulse-purchasing. It is the sort of unabashed capitalistic stunt, ridiculous in concept — a made-up holiday for a website! — that makes the eyes roll.
But Prime Day has also become an impressive cultural spectacle, complete with wall-to-wall coverage, international ad campaigns, and, for whatever reason, a Taylor Swift concert.
And the crazy — or silly, or smart — thing is that it works.
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