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Amazon increased its Prime Day ad spend by more than 25% this year—to the tune of $40 million, according to media analysis company MediaRadar.
The uptick comes amid increased competition in the fifth year of the online retail giant’s marquee sales event. More than 300 retailers offered copycat summer sales of their own this year.
Amazon did not respond to a request for comment. However,MediaRadar CEO Todd Krizelman said in a statement that Amazon’s efforts reflect a desire to protect its territory and lure more Prime members, something Amazon said it