What we get wrong every year about Prime Day and Alibaba's Singles Day and Black Friday and Cyber Monday is a mistake that gets made all that time; namely using the wrong analysis comparison period to draw meaningful conclusions. Then one of the guys on my team suggested we look at incremental sales and margin performance over a longer-time frame. Let's remember that for Amazon, this is largely a gimmick to get folks to sign up for Prime. And lest we forget, remember that Amazon does much of this stuff (including constantly upping the ante on delivery speed) not to drive profitable incremental volume but to get Walmart and Target to bite the hook. When it comes to a race to the bottom, Amazon remains in the best position to win.

Source: Forbes July 14, 2019 21:00 UTC