Amazon is planning to hold Prime Day in September
As reported by the Wall Street Journal today, Amazon has shifted Prime Day from July 2020 to an unnamed date in September 2020. Over the last five years, Prime Day has landed early to mid-July and extended from an original 24-hour up to about 48 hours as well as additional sales during the week.
Amazon is preparing warehouses for Prime Day by allowing third party vendors to ship unlimited inventory of nonessential products. Amazon was previously prioritizing essential products in order to meet the massive demand from stay-at-home, quarantining online shoppers.
According to a previous report, the company expects to lose up to $100 million on excess devices as those devices will have to be sold at an additional discount due to the postponement of Prime Day. September is typically when Amazon announces new products as well. During 2019, Amazon announced a large variety of Alexa-enabled products during a late-September presentation.
Prime Day is typically more popular than Black Friday and Cyber Monday for Amazon. Last year, Amazon sold more than 175 million items on Prime Day, many of which were Amazon branded items like Echo devices and Fire TV sticks.
It will be interesting to see if that trends continues. With Prime Day within two months of Black Friday / Cyber Monday, it’s possible that consumers will hold off until the holiday shopping months. Or Prime Day could get even bigger while holiday shopping shrinks.