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Amazon preps for Prime Day with giant surprise boxes for NYC, LA

Amazon will live-stream the opening of giant “Smile Boxes” set to arrive in five major world cities over the next two weeks to drive attention for the company’s July 16 Prime Day. The marketing strategy echoes popular "unboxing videos" posted online where customers open an Amazon (NASDAQ:AMZN) box and talk about the product inside. 

The 25-foot brown boxes, emblazoned with the trademark Amazon “blue smile” logo, will be placed in Brooklyn, N.Y.; Los Angeles; Milan, Italy; Tokyo; and London. The company posted a video on Twitter showing the giant boxes traveling to their destinations. As far as when the “unboxing” will happen, Amazon’s website encourages shoppers to “check back for more details and how to watch these exciting events” but the date July 11 is listed under Brooklyn. 

Select Prime members in each city will be invited to watch live when the boxes are opened, USA Today reports.  In 2017, Prime Day brought in revenue of about $1 billion, per USA Today based on estimates by Cowen & Co. and JPMorgan Chase & Co. That's triple the company’s average daily e-commerce revenue.

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