In just its third year of existence, Amazon Prime Day 2017 drove all-time sales records for Amazon while posting huge gains from the previous year. By featuring aggressive promotions on both hot-sellers and everyday products, Amazon captured the attention and interest of American shoppers to the tune of $1 billion in sales, according to industry estimates. The creation of this midsummer shopping holiday has fundamentally changed shopping patterns leading into the important back-to-school season, and marketers are responding with new strategies to take advantage of opportunities to sell on the platform and compete more effectively in an increasingly Amazon-driven retail environment.
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