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Amazon wants brands to stream via Amazon Live and Twitch for Prime Day. Twitch, which Amazon acquired in 2014, will showcase shopping-related programming for the sales holiday on its most popular channels, but it’s not likely that Prime Day will be enough for Amazon Live to take off—even if it does keep multiple advertising pots boiling for Amazon to experiment with. Meanwhile, eBay is peppering its site with “deal days” throughout the month of July, and is planning for a “Crash Sale” if Amazon’s site experiences problems on July 15, directly competing with Prime Day. Target will also launch “Deal Days” on July 15 and 16, a continuation of its one-day sale last year that overlapped with Amazon’s sales event.

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