 Correspondent Jeremy House reporting. It is summertime and sales events have become a seasonal revenue driver for the retail industry since Amazon launched its first Prime Day in 2015. But personal finance experts say shoppers should be careful not to fall for potentially misleading marketing or give in to impulse buys. Amazon's holding its 10th Prime Day event Tuesday and Wednesday. Retail drivers like Walmart, Target, Kohl's, and newcomers TikTok, Shop, and Timu launched summer promotions ahead of Amazon.