The two-day Prime Day event in 2019 was bigger than Black Friday and Cyber Monday combined for many Amazon sellers and vendors, and while the wider economic and health situations will likely play into how successful the event is this year, it's clear Amazon has conditioned consumers to view it as a time to make purchases. This year's event definitely has the potential to pull holiday sales forward given its proximity to Q4, and other retailers would be wise to continue the trend of piggybacking on Prime Day to ensure they're in consumers' consideration sets during the event this year. I expect Amazon to break its own records for the event once again, while vendors and sellers on the platform will need to start mapping out strategy now to ensure inventory, fulfillment and ad campaign preparedness for both Prime Day and the Q4 holiday shopping season.