- "I'm a member of an elite group" entitled to special privileges not accorded to outsiders--which reinforces the positive associations of paid-up Prime membership.
- "Limited time only, act now" call to action increases the urgency to click and buy--on Prime Day. And some research indicates that many Prime members will do just that.
- "Like Black Friday only more bargains" has little competition in the middle of July, when others are running summer clearance sales or back-to-school deals--so Prime Day gets a lot of attention and differentiation.
- "Members have privileges" as long as they continue to be members--so loyalty increases.
If Prime Day catches on, other retailers may follow (by promoting their own "members only" day or by hitching their wagons to Amazon's day, the way Walmart is doing). Consumers will be the big winners, no matter which retail giant they buy from.