Prime Day offers deals but comes with risks [Video]

Amazon Prime Day has officially begun, offering loads of deep discounts on everything from tech to home essentials.

It’s a two-day event that gives Prime members some of the best deals of the year, but retail expert Doug Stephens, founder of Retail Prophet, says Prime Day is not so much about the bottom line, and more about loyalty and memberships.

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“This really isn’t about sales. To my mind, Amazon Prime Day is really less about Amazon’s absolute, you know, bottom line numbers. And it’s really more about two things. It’s about enticing new members onto the platform. And it’s also about giving existing Prime members a reason to remain Prime members,” says Stephens.

Although Prime Day might be about keeping or gaining new members, it still brings in billions of dollars for the company. Last …