Leading up to the annual two-day event, influencers shared shopping guides and deals with followers.
The event returned on July 11 and 12, and to create momentum, the company harnessed its network of social-media stars. TikTok stars like fashion and beauty creator Alix Earle and comedy creators Leenda Dong and Jake Shane went live on Amazon's TikTok account for"Prime Night: Duel for the Deals." Leading up to this year's event, the Amazon influencer team reached out to talent managers and creators to provide advance notice of the timing of Prime Day, share a sneak peak at certain deals, and provide paid content opportunities to help creators prepare for the event.
During Prime Day, Amazon released Instagram and TikTok filters, and team members kept creators updated on trending deals.