In the days leading up to the event, Amazon teases deals and discounts on products from slow cookers to Kindle devices. On the big day, consumers can buy any of thousands of items on the site, so long as they have paid for a prime membership ($99/year).
As more and more consumers shop online, some retailers have dubbed the day “Black Friday in July.”
Here’s what marketers can take from Amazon’s yearly deals bonanza:
1. Anticipate problems.
Though Amazon avoided the debacle that ensued after its inaugural Prime Day last year, the company again ran into problems early on.
On Tuesday morning at 7:40 Eastern time, the retailer said on Twitter that some customers were having problems with the website. At 11:18 a.m., or two and half hours later, the company told Fortune by email that the problem had been resolved.
Amazon’s social media team also let shoppers know that it was working to fix the problem: