Learn about Exec former Amazon who succeeded

But the origins of these sales follow the tyrant to seeing one executive official and a pivotal stadium for the Amazon founder, Jeff Bezos.

The emergence of the day of the peak

In early 2010, the Amazon International Work was led Diego BassininiAn experienced executive official joined the company in 2000 after a successful profession in apple. With Amazon’s global imprint expanding, Piacentini was assigned to find new ways to stimulate both customers and the growing company base for Prime members outside the United States

according to Brad Stone “Amazon Unbound”, Piacentini was inspired by explosive success Eid Baba In China, which soon became the largest online shopping event in the world. So, Piacentini put Jeff Bezos on Amazon whose event has its own event, and Bezos was in it, believing that the primary goal is to pay sales to Prime, subscribing to the company.

After obtaining the blessing of Bezos, it was reported that the executives in Amazon went back and forth when To hold them. But according to Stone’s book, Amazon Leadership chose in the end not to go to the soles of the feet with the day of the individual in Ali Baba, which will be held in November, and instead he decided to sell it during the summer months, which is a traditional slowdown in retail. Customers could have enough money during the summer months because they did not do all the shopping for holidays so far, and this also means that there will be a wide area of ​​warehouses.

Amazon Prime Day got Green Light in January 2015, with the aim of launching it on July 15 to coincide with the twentieth anniversary of Amazon.

From “Project Piñata” to “Christmas in July”

The internal symbolic name of the Amazon Prime Day initiative was “Project Piñata”. Meagan Wupf Reibstein, a young producer director who spent seven years in Amazon before leaving for the role of VP in ZillowHe was appointed to implement the plan. I traveled to the Amazon International Centers – Tokyo, London, Paris and Munich – to persuade suppliers and partners to participate in this event.

The first major day was launched in nine countries, and the response was immediate. In Japan, the huge increase in traffic on the local site was destroyed. Throughout Europe and the United States, customers picked up deals, even when some complained about the limited stock and amazing discounts.

Despite technical hiccups and mixed reviews, the numbers narrated a different story: 34.4 million elements sold and 1.2 million new members in one day. “Christmas in July was completely frankly – a day larger than Black Friday.”.

The peak day has become an important event for Amazon. last yearConsumers in 23 different countries purchased more than 300 million elements with an average value for the demand approaching $ 60. It is worth noting that 88 % of all consumers on the main day were the main members, and 85 % of customers were major members for more than a year. People tend to buy a lot of Amazon products, specifically: last year, shoppers in Prime Day bought more Fire Amazon sticks more than any other element.

For this story, use Fortune AI to help with a preliminary draft. Check an editor of the accuracy of the information before publishing.