12 July 2016
Amazon’s second annual Prime Day may have felt underwhelming to some consumers, but the online mega-retailer’s self-created holiday resulted in just what Amazon was after—a sales lift, media buzz and more customers trying out Amazon’s Prime membership.
The sales event also benefits Amazon in less obvious ways. Kurt Salmon retail strategist Steve Osburn told USA Today that Prime Day acts as a Black Friday test run, as Amazon faces peak volumes similar to the holiday season. “Black Friday is every supply chain executive’s worst nightmare,” he said, adding that problems like customers having difficulty adding items to their cart are “much better to experience … now than during Black Friday.”