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July 15, 2015updated 30 Aug 2016 12:42pm

Happy birthday Amazon! Online retailer celebrates with Prime Day

20 years since Jeff Bezos founded the company in Washington, US.

By Ellie Burns

To celebrate the 20th birthday of, the online retailer is dubbing today Prime Day. For one day only, Amazon will offer BlackFriday styled discounts across its online shop.

Many disbelieved the potential online shopping would bring to the retail market, but as Amazon today celebrates its 20th anniversary, the company has proved skeptics wrong.

Founded on July 15, 1994 by Jeff Bezos in Bellevue, Washington, US, Amazon has revolutionised the online shopping landscape.

The retailer is hosting a Prime Day, offering consumers super deals on electronics, clothing and more. Amazon said it hopes today’s campaign will generate more traffic on its website than BlackFriday.

Jason Ward, Head of Enterprise for UK&I at EMC, said:

"Amazon’s success has to a large extent been born of data. It has, for example, used customer data not only to make the retail experience simpler, but also to personalise it. The idea that an online shop would recommend new purchases based on past choices was truly revolutionary and an early indicator of the promise of big data analytics.

"Over the next 20 years online shopping is going to evolve further and will eventually completely overwhelm the retail space – to the extent that the traditional bricks and mortar based retailer will have to innovate significantly to remain relevant.

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