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The History of Prime Day

  Posted on June 5, 2023 by GottaDEAL Staff

In the world of online shopping, few events hold as much anticipation and excitement as Amazon's annual Prime Day sale. This annual sales extravaganza offers exclusive deals and discounts to Amazon Prime members, transforming a single day into a shopping phenomenon. As Prime Day continues to captivate consumers around the globe, let's examine its intriguing history and trace its evolution into a worldwide retail phenomenon.

Genesis of Prime Day

Prime Day made its debut on July 15, 2015, commemorating Amazon's 20th anniversary. The event was initially conceived as a one-day shopping event to reward Amazon Prime members with exclusive deals, surpassing even Black Friday in terms of the number of items sold. The inaugural Prime Day, though met with mixed reviews due to the lack of deal quality, laid the foundation for what would soon become a monumental event in the e-commerce calendar.

The Growth Spurt

Following its inaugural launch, Prime Day witnessed exponential growth and popularity. Each subsequent year saw an expansion in terms of duration and global reach. In 2017, Amazon extended Prime Day to 30 hours, offering limited time Lightning Deals and other time-sensitive promotions across various product categories.

The event was met with unprecedented success, breaking previous sales records and solidifying Prime Day as a staple in the retail industry. The quality of deals also dramatically increased from the first couple years.

Global Domination

What started as a single-day event in the United States swiftly expanded to other countries, marking Prime Day as a truly global phenomenon. In 2016, Prime Day expanded to the United Kingdom, Canada, Germany, France, Italy, Spain, Belgium, and Austria.

Over the years, additional countries, including Australia, Singapore, India, and the United Arab Emirates, joined the Prime Day bandwagon, further cementing its position as a worldwide shopping extravaganza.

Extended Duration: Prime Day Becomes Prime Days

To accommodate the ever-increasing demand and capitalize on the hype, Amazon further extended Prime Day, transforming it into a multi-day event. Prime Day evolved into "Prime Days" spanning 48 hours, providing shoppers with an extended window of opportunity to snag incredible deals across a vast array of products.

This expansion allowed Amazon to generate even more buzz and cater to a broader audience, resulting in record-breaking sales year after year. Due to Covid-19, Prime Day in 2020 was delayed until October. In 2022 Amazon had an additional Prime Early Access sale.

Beyond E-Commerce: Prime Day's Cultural Impact

Beyond its commercial success, Prime Day has evolved into a cultural event, with its own unique identity and impact. It has become an eagerly anticipated moment, not just for shoppers but also for retailers, who plan and strategize to leverage the increased online traffic and sales frenzy surrounding Prime Day.

Additionally, other retailers such as Target, Walmart, Kohl's and others have started to launch their own competing sales events during Prime Day, further fueling the excitement and transforming the shopping landscape.

A Platform for Small Businesses

In recent years, Amazon has expanded the scope of Prime Day, not only highlighting its own products but also providing a platform for small and medium-sized businesses. Through initiatives like "Selling Partner Spotlight" and "Support Small," Prime Day showcases products from independent sellers, helping them reach a larger customer base and boosting their sales.


From its humble beginnings as a single-day event to its current status as a global shopping extravaganza, Prime Day has carved out a significant place in the retail industry. With each passing year, it has grown in scale, duration, and cultural impact.

Amazon's Prime Day offers a tantalizing blend of exclusive deals, exciting promotions, and a diverse range of products, captivating consumers worldwide. As Prime Day continues to evolve and redefine the concept of online sales, it remains a testament to the ever-changing landscape of e-commerce and the power of global retail events.


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