Using Prime Day 2022 as its linchpin, Amazon’s new flywheel of commerce, media, and advertising is about to accelerate. Here’s what to expect for Prime Day 2022, and how brands and competitors should prepare for the midsummer shopping event—plus the likelihood of a second promotional tentpole in the fall.

Key Question: How should brands prepare for Amazon Prime Day 2022 in the context of their broader seasonal marketing efforts?

KEY STAT: We project 163.5 million US Amazon Prime users this year, but the service’s growth will slow amid growing competition and tightening consumer spending.