Amazon Unveils Prime Day to Compete With Black Friday

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Amazon took the phrase "Christmas in July" seriously, apparently, with its Monday announcement of Prime Day.

With its 20th anniversary looming, Amazon announced a new pseudo-holiday for its Prime members in Prime Day—a day of discounts and sales the super retailer boasts will not only rival but eclipse November's infamous Black Friday.

Prime Day is scheduled to start July 15 at midnight, with continuous introductions of discounts throughout the day and new deals appearing at 10-minute intervals, according to a press release. In addition to the bevy of deals, Amazon will host a photo contest to help promote its Prime Photos service, the winner of which will win a $10,000 Amazon gift card. The perks of Prime Day are exclusive to Prime members and those under the 30-day Prime trial.

What's especially interesting here is the potential for Amazon to actually deliver in its mission to trump Black Friday. The announcement of Prime Day achieved near instant virality, as any mass e-commerce sale likely would, but the excited tone of the Twittersphere, an oft-hostile environment for brand-related viral news, could translate into palpable momentum for the disruptive retailer.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

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