It's an unofficial campaign organized by fans to get ALARM to chart in the Weekly Top 10 since it's the only single of Namie's not to do so. (It peaked at #11).
They've organized it for this week (11/13 ~ 11/19) and it's pretty neat because TOWER RECORD stores across Japan have been actively promoting and supporting the campaign for a while now, both on Twitter and in the stores themselves.
I think for at least a few weeks now, a lot of the stores just have these massive walls of ALARM copies lmao.