Will Smith is selling water. Kobe Bryant is pushing deodorant. Mark Wahlberg is peddling protein powder. YouTube star JoJo Siwa, known for wearing big, colourful hairbows, is hawking, well, big colourful hairbows.
Amazon.com Inc is tapping high-profile actors, athletes and social-media sensations like never before to maintain buzz around its Prime Day summer sale, now in its fifth year and battling increasing competition from rivals.