Despite claiming that Prime Day had quickly surpassed 2014’s Black Friday by “peak order rates,” a measurement of consumer browse-to-checkout time, the event certainly had widespread downsides for many consumers.

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They weren’t competing with holidays or traditional sales events, allowing them to receive focus from both the media and consumers.

Both parties seemed to have their attention squarely on the inaugural celebration.

Amazon’s approach seemed a well-positioned sales boost for the online leader, and given that deals were exclusive to Prime members, a potential membership driver for their Prime program.

The major risk Amazon assumed was focusing on discount drivers that strayed from their core foundation built largely on convenience and trust.

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