It's a really big test...When I talk to retailers, they talk about the sale because that's how retailers think, but that's just not how Amazon is wired. For them, it's a really big test that happens to drive sales as well.
What Amazon has realized is that this summertime period is really important for two reasons. One is back to school, which starts not that long from now, really in many ways it's already started. And then of course, holiday.
Amazon is incredibly smart and they test everything and they're very methodical...So if they're still doing something after 10 years, it's working.
They're very strategic about how they're using this sale. Most retailers think week-to-week and garnering the sale. Retailers, as you're seeing, feel compelled to have a similar response [and host competing sales]. I don't know that they are being as strategic and as data-driven, they're looking to drive sales within the week.
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