Ten years after Amazon launched Prime Day, this year’s version of the online shopping and discount extravaganza is unlike any other in the company’s history.

Amazon's past success with using Prime Day to drive sales and attract new members spurred other major retail chains to schedule competing sales in July.

You can thank Diego Piacentini, the architect of Prime Day, for one of the biggest online retail events of the year.

Ten years after Amazon launched Prime Day, this year’s version of the online shopping and discount extravaganza is unlike any other in the company’s history.