Clash of the Titans: Amazon vs. the Fed

Clash of the Titans


I'm tempted to glance at Amazon today. I don't need anything, but that's not the point. Surely there's a new gadget or doohickey that will make my life immediately better, even if I don't know that it exists. Once I see it, I'll have to have it – chances are that Amazon is offering it for a song.

Today marks the end of what has become Black Friday in July: Amazon Prime Day, an online event that's grown so grandiose that it now stretches to two days. The e-commerce behemoth created the marketing gimmick several years ago to give its Prime members access to incredible sales on thousands of items, hopefully motivating non-Prime members to join the fun.

The day became so popular that Amazon expanded the event to cover two, and other retailers jumped into the fray, attempting in vain to defend what remained of their market share.

This year, a record 250 retailers will offer their own sales online as they try to pry some eyeballs away from Amazon. We don't know the totals yet, but last year U.S. retailers booked $447 billion in July sales.

That was $4 billion more than retailers booked in December, which is why so many competitors are jockeying for attention this year. Consumers only have so many shopping dollars. If they use a bunch of them in the middle of July on Amazon Prime Day, they'll have fewer to use on back-to-school sales, Labor Day sales, Black Friday sales, and during the holidays in general.

And all of this exemplifies a classic "race to the bottom." Online retailers that offer the lowest prices on comparable goods are likely to get the most sales, which drives them to give customers the best deals.

Shoppers win the price wars, but…

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