Running more deals than Black Friday is a huge feat for a major retailer. Amazon is clearly trying to make another big Shopping Day (yes, in the midst of summer when it could use it). I bet we'll see this each year if this goes well- and I wouldn't be surprised if other retailers counter with their own events next year - giving this "sale" Holiday credibility.
I believe you are confusing holiday with sale. Or perhaps you are trying to create fake controversy in order to promote said sale. Well done!