It's the other way around, really. News organisations want to be relevant, so will all have been looking around for Cyber Monday stories. This "narrative shift"

It's the other way around, really. News organisations want to be relevant, so will all have been looking around for Cyber Monday stories. This "narrative shift" is just a way for Amazon to make sure the stories that ran prior to and during Cyber Monday were not about working conditions in its warehouses, its international tax arrangements, or the death of independent retailers. An organisation can very effectively dictate the precise timing of a story's running using tools such as an embargo (which determines the opening of the publishing window) and pre-arranged release of the story to other media (which tells an outlet with an exclusive that they should be publishing before this time). So a conversation along the lines of "We've got this great story, would you treat it properly if we gave it to you on 1 December, ahead of when it hits the wires at 8am on 2 December?" does the trick nicely.