How to use Prime Day takeaways to prep 2021 strategy Along with many events in 2020, Amazon's annual Prime Day event was delayed by several weeks. But that doesn't mean the event was a bomb. In fact, according to one expert, there are takeaways from 2020's Prime Day that merchants and brands can use to firm up a solid 2021 strategy. Kristina: What surprised you about Prime Day this year? Marcel Hollerbach, CMO, Productsup: Prior to the actual sales event, the timing of Amazon Prime Day was unprecedented compared to previous years. With the event having been moved from July to October, it will be interesting to see how other retailers use Amazon Prime Day's results to gauge their own Cyber Monday and Black Friday success given these sales events are happening so close together.