Amazon introduced Prime Day in 2015 as a way to celebrate its 20th anniversary as a one-day sale with the aim of overshadowing Black Friday. The sale was available only to Prime members and over the years has become a premier shopping day that grabs media attention and drives competitive brands to launch side-by-side sales. This year, Prime Day had several added elements to drive buzz like a concert and extended hours. The ultimate aim of Prime day is to boost sales, recruit Prime members and promote products. But, is Prime Day sending the right brand message for Amazon? My…

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