Is it just me, or did Prime Day come in weirdly quiet this year?

Amazon normally goes all-out: celebrity endorsements, ads on every channel known to man. This year? Almost zero off-site promotion.

My theory: two historic events are eating all the oxygen.

The World Cup in the US - Hyundai, Visa, Google Gemini, Duracell, and everyone with a budget are running soccer-themed ads (with player endorsements), clear connection to the sport or not. That's a ton of ad real estate gone.

America's 250th - Patriotic items are already selling hot, and "America 250" has recently surged as a search term.

Two "once in a lifetime" moments overlapping will overshadow just about anything. Still feels strange to see Amazon's biggest event take a backseat. Very curious what it does to the sale's performance.All this said…we’re seeing some strong results in the first few hours of the day. We’ll report back EOD with Day 1 reflections!