It’s Prime Day! 🥳
And not just at Amazon.
Dozens of copycat retailers are getting in on the action, too. Adobe predicts Americans will spend $23.8 BILLION dollars online in the next 96 hours — a surge of nearly 30% over last year’s Prime Day “holiday.”
Whether you’re planning to buy something or just browsing for deals, chances are Amazon has your attention today.
But it’s not just about the discounts.
It’s about the anticipation. The urgency. The event of it all.
What Amazon has created, now in its tenth year, is far more than just a sale. It’s a cultural moment that drives billions in revenue and even more in brand awareness. Why? Because it taps into some powerful psychological triggers:
Anticipation. For weeks leading up to Prime Day, Amazon teases deals, drops early access offers, and sends “just for you” alerts. Their strategy isn’t just about converting buyers—it’s about getting people into the app more often and keeping them engaged.
Scarcity and urgency. Lightning deals, countdown clocks, and limited-time offers all create FOMO. Anxiety, even. People don’t want to miss out, so they act fast.
Tradition. Prime Day is now an annual staple. Customers expect it. They plan around it. They even delay purchases in anticipation of it. That’s the power of consistency.
Imitation. Not an Amazon fan? No problem! Hundreds of retailers, large and small, take advantage of Amazon’s sale window with their own copycat events. Walmart calls its promotion DEALS. Target bills it as Circle Week. NBC News claims that about a third of all Amazon Prime Day shoppers will shop Walmart and Target deals, too, and countless other retailers will also capitalize on this “summer Black Friday” (driving about double the sales of the real Black Friday.)
So, what does that mean for you?
Other than some sweet deals, that is. 😉
You don’t need to sell millions of products a minute to borrow from Amazon’s playbook. You just need to think like a fan-centric brand. Here are three ways to elevate your impact regardless of your industry or size.
Create Anticipation That Drives Action
Turn your promotion or campaign into something worth anticipating. Whether it’s early sneak peeks, VIP-only previews, or limited-edition drops, give people a reason to check in early and often.
And here’s where the magic really happens:
When your customers are genuinely excited about what’s coming, they’re more likely to talk about it. Anticipation creates a runway for advocacy. It gives your superfans something to share. Exclusive moments feel special and social, which makes them even more impactful.
Build Your Own Traditions.
It doesn’t have to be massive to be meaningful. Traditions give customers something to look forward to, talk about, and participate in. Done well, they become a natural part of your customer experience—and a simple way to build consistency and connection over time.
OrangeTheory rolls out Mayhem Week every year—a seven-day challenge packed with game-inspired workouts, team spirit, and prizes. REI celebrates #OptOutside on Black Friday by closing its stores and encouraging employees (and customers!) to spend the day in nature instead of shopping. Starbucks kicks off the holiday season with Red Cup Day, handing out limited-edition reusable cups that fans look forward to year after year.
You might not build your whole business around tradition, but what’s one tactic you can use to spark excitement, bring your community together, and stay top-of-mind with your customers?
Get the Timing Right to Maximize Impact
Prime Day always starts on a Tuesday—and that’s no accident.
Tuesday hits the sweet spot: people are back in work mode, attention is high, and buying decisions feel more intentional than impulsive. It’s when engagement is up, inboxes are open, and consumers are more likely to browse while multitasking—and buy while they’re in “get-things-done” mode.
Amazon isn’t just picking a random day of the week. They’re using data to show up exactly when their customers are primed (pun intended) to engage.
Even without access to Amazon-level analytics, you can still ask:
🕒 When is my audience most likely to engage—and how can I meet them there?
Every detail of your customer experience matters—especially the when.
So, while everyone else is chasing deals today, think bigger: What experience are you giving your customers to look forward to? What moment could you OWN?
Paragraph