Once a 48-hour digital flash mob, Amazon Prime Day has become something much bigger, and longer. In 2025, Amazon has taken what used to be a shopping sprint and stretched it into a multi-day marathon. Some may say the change is a risk while others will say it’s a direct response to competitors. We see it as a shift in loyalty strategy.
From Moment to Movement
What began as a loyalty campaign (a benefit tied to Prime membership) has become a full-blown retail event with....