What is for sure is that this year’s Prime Day is like no other. Firstly, it’s delayed after the pandemic’s effects. Second, will it actually be successful? For the first time in a while, Amazon is fighting possible belt tightening. Whilst some have money to spend with no commute, others have seen salary cuts, furlough and mortgage holidays, meaning the customer base will be split. Plus, from an operational point of view, will Amazon’s supply chains hold up? Warehousing was tight before the pandemic, now it’s at a critical level. Amazon was not able to manage demand when the pandemic started, now, does it really have the infrastructure in place to manage a surge in demand – or more to the point, do its suppliers?