What to Expect as Amazon Prime Day Kicks Off

This year, Amazon Prime Day is bigger than ever. Cheddar's Hope King explains how this fabricated shopping holiday is a way for Amazon to lure even more Prime subscribers.

2018 is the first year Whole Foods is part of Amazon's annual shopping holiday dubbed 'Prime Day.' Cheddar's Nora Ali reports from a Whole Foods in downtown Manhattan about how Amazon is looking to lure more Prime subscribers from inside the grocery store.

Amazon Prime Day notched a record when members purchased more than 100 million products on the company-made shopping holiday. By and large, bigger retailers triumphed over smaller companies. The challenge for Amazon, though, according to Sucharita Kodali, retail analyst at Forrester, is how to offer more niche brands enough value that they don't opt instead to go direct-to-consumer.