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Amazon is now powerful enough to push its own holiday onto the calendar. Starting Monday, Prime Day will kick off with an avalanche of deep discounts — and Amazon is doing everything it can to make sure it feels festive. In fact, the company is doing so much, it might make you uncomfortable.
Last Wednesday, the company hosted an exclusive concert for Prime members, with performances from SZA and Taylor Swift. It was a bit tacky, but the general message to users was unmistakable: it’s good to be a Prime member! (“As Alexa launches into an original rap about Jane Lynch,” one reviewer raved, “I can feel my soul scream to be delivered back into the ethereal mush of the pre-born realm, to begin again brand new.”) It’s particularly inescapable…