Amazon's Prime Day Proves Everything Old Is New Again

It’s Crazy Eddie 2.0

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Details are starting to emerge about Amazon’s fifth Prime Day, which will kick off July 15 at the stroke of midnight PT and, over the following 48 hours, become the longest-running Prime Day.

Each year it gets a little bigger, a little longer and a little more star power. Yet even though Prime Day is a retail event consumers can find during an otherwise slow sales period, the widespread markdowns and unfocused messaging seem a better fit for bygone eras than one defined by consumer experience and connection.

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