https://thenextweb.com/contributors/2018/07/28/amazon-prime-day-bad-brand-marketing-sales/

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.