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They've also stated several times it was "more packages sold" but *not* "more money made" on Prime Day. I think it's quite a lot of what Mike says combined with Sam's observation. People saw a "reduced" price and jumped on it just to buy something. I know there were many items I had interest...

I've actually made a few purchases: Hi-Speed Micro-USB 3.0 Sync and Charge Cable - $1.50 - It's actually for work so I don't have to look for one when it's needed. Some Skylanders for the grandkids (those have been 50% or more off and *are* deals). All the "deals" I've seen on media are...