Erin Pohl, senior marketing manager, Bazaarvoice Amazon Prime Day has dramatically altered the shopping calendar, creating a new “holiday season” in July. Each year, the event grows larger and attracts higher volumes of shopper activity. But now Prime Day shopping extends far beyond Amazon. Competing retailers such as Target and Best Buyhave capitalized on this summer shopping surge by creating “Black Friday in July” sales to rival Prime Day and attract eager online shoppers.