That's very clever for Amazon to have a Prime Day in the middle of July. In retail, whether brick & mortar or online, the months of summer have always been the slowest point in sales of the entire year.
Having a Prime Day that's "better than Black Friday" will certainly boost Amazon's sales tremendously. I'm sure everyone is talking about it and marked the day down on their calendars. I wonder when other companies will start doing that too. Newegg will have their "Egg Day" and Tiger Direct will have their "Tiger Day."
By the way, if they're calling it Prime Day, I would have assumed that the month and day should be prime numbers. 7 is a prime number, but 15 is not. Oh well.