In what can only be a carefully-timed PR move, Amazon has this morning secured impressive coverage by announcing that it's testing the use of drones for deliveries.
Why so carefully-timed? Well, today just so happens to be Cyber Monday, the day when online sales peak in the run-up to Christmas. Experts are predicting that internet spending today could hit £500m, making it the biggest online shopping day in history.
Never mind that drone deliveries are likely still years off — what matters to Amazon is that it has got its brand into the BBC website's top 'most read' slot on the busiest digital retail day of the year.
While it's true that Cyber Monday has become something of a self-fulfilling prophecy, there is no doubt that the first Monday in December is a key online shopping day. So, if you sell online, it could pay to be prepared.
Ok, so without the PR budget of Amazon you're unlikely to secure similar levels of brand coverage. However, if you sell online, there are still things you can do to make sure you handle Cyber Monday well.
It's a little late now to do anything more than last-minute preparations, of course. But you can certainly make sure that your website's working properly and you're ready to handle orders that arrive:
How have you found Cyber Monday in previous years? Does it deliver a boost to your bottom line, or is it nothing more than a load of hype?