With the longest Prime Day ever imminent, we checked in with our proprietary research community to gauge consumer sentiment. Most plan to shop, and offered insight into their top wish list categories. Based on our data—plus the years-long, upward sales trend of this event—brands on the channel should prepare accordingly for a robust sales day. Between advertising on Amazon itself and promotion across other channels, the potential for strong marketing is rich. Along with our new research, below we also offer the historical scope, a view from 10,000 feet as to why Prime Day holds such significance.