Prime Day may have been a huge sales day for Amazon, but it was also an important day for building consumer loyalty. The annual Black Friday-like shopping spree in July achieves three major goals for Amazon, according to Lindsay Bloom, senior marketing manager at SessionM, a leading customer engagement platform. First, it encourages new customers to sign up for Prime. Second, it strengthens the brand’s bond with its customers. And third, it increases a consumer’s frequency of purchase.