Why Prime Day works
People are already shopping online. But Amazon’s cheesy holiday helps turn shoppers into buyers.
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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