Prime Day is back and bigger than ever. This is Meaghan Werle from Kantar, here to help you get Primed for Amazon’s annual members-only sales event. Prime Day officially kicks off on Monday, July 15th and runs for 48 hours, its longest timeline yet. This year, Prime members in eighteen countries can shop more than one million deals globally. Much like years past, Prime Day is no longer an isolated occasion; in fact, the retailer has been offering Prime members exclusive savings since it first announced the celebration on June 25th. With half of American households now belonging to Prime, Prime Day has evolved from recruitment vehicle for the program into a way for Amazon to deepen its relationship with existing members In mature Prime markets like the U.S., this means driving engagement across its vast ecosystem of media, devices, retail and fulfillment services. Already we are seeing the retailer reward its most loyal shoppers with exclusive product launches and Echo discounts, omnichannel incentives at Whole Foods, and entertainment-related perks, including a Prime Day concert that will be headlined by Taylor Swift. We also expect to see Amazon’s usual emphasis on private label products as well a new focus on influencer partnerships, smaller brands, and gamified promotions to boost interest and frequency. What else will we be watching for on Prime Day? Certainly the halo effect on other retailers as they look to capitalize on an uptick in online traffic. We’ll also be tracking how brands show up for Prime Day, evaluating how they are leveraging the event to build brand reputation and generate sales Tune in next week for more Prime Day highlights from Kantar’s team of experts.