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The Real Reason Behind Amazon's Prime Day Round 2

The Real Reason Behind Amazon's Prime Day Round 2

Amazon (NASDAQ: AMZN) surprised the market and delighted its most loyal customers in September when it announced a second Prime Day this year. Started in 2015, Prime Day is the annual shopping extravaganza designed to drive membership for Amazon Prime, the company's loyalty program that now has more than 200 million members. Amazon touted the second Prime Day, which will be held Oct. 11-12, as a way for members to get early access to holiday deals from brands like Peloton Interactive and New Balance.