Amazon has the marketing scale to create its own holidays and the retail power to reshape the shopping calendar. 2019 marks the fifth year of Amazon Prime Day which was originally created to preempt the Black Friday sales that fall after Thanksgiving. Unlike “Hallmark Holidays” such as Secretary’s Day and Boss’s Day, Amazon’s festival of consumption has a noticeable impact on the economy, with Bloomberg reporting that last year’s 2018 Amazon Prime Day delivered $4.2 billion in retail sales.