While I'm sure they gathered interesting data during the traffic surge, I'm not sure Amazon would want to damage their brand by risking failing so loudly with s

While I'm sure they gathered interesting data during the traffic surge, I'm not sure Amazon would want to damage their brand by risking failing so loudly with so many eyes on them. I'd bet that Amazon already invests heavily into load testing and ensuring the reliability of the AWS backbone their retail site runs on. I think the real driving motivation for Prime day was to drive Prime memberships. I get the impression that Amazon is betting on the recurring payments and increased volume of sales generated from Prime members to offset the ongoing cost of free shipping/other services and user acquisition costs like Prime day offerings.