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Amazon had introduced Prime Day as a global shopping event in the year 2015 to mark the company's 20th anniversary. It was a one-day event similar to the popular shopping event of US 'Black Friday' but the deals were exclusively for Amazon Prime members. The company's main aim with Prime Day was to 'Build the Amazon Prime program and surpass the competition'. It grew bigger and popular each year; Prime Day 2016 had surpassed Black Friday and Cyber Monday. Prime Day 2017 had achieved a whopping sales volume of 6000 items per minute across 13 countries. While in 2018, Prime Day had created history for the company by generating USD4.2 billion in revenue. However despite its immense success, the company had faced several challenges. During the 2018 Prime Day, Amazon had to deal with many angry shoppers due to technical glitches and massive site issues. Further, Amazon had to deal with serious labour issues around the world. Apart for these issues, there was growing competition from prominent players like Target, Best Buy and Walmart. Was Amazon's Prime Day an effective marketing tool? Would Amazon's Prime Model be sustainable in the long run?