Delayed Amazon Prime Day now tipped to launch in October

Published on: 24th September 2020

Amazon Prime Day usually takes place in July but had to be delayed due to coronavirus impact.

Amazon Prime Day

Following months of delays amid the coronavirus pandemic, Amazon Prime Day is now reportedly set to launch on Tuesday 13th October. The annual sales event normally takes place in July and a number of sources with knowledge of Amazon’s plans have revealed it will now take place in three weeks’ time, although Amazon is yet to publicly confirm this.

Earlier in the year, the company struggled to maintain its full delivery service, and took time to restore stock and deliveries to the levels maintained before the coronavirus shutdown. For a time, Amazon was forced to limit itself to essential goods only due to the massive surge in online demand.

Amazon has reportedly prevented its full-time warehouse staff from taking holiday between 13th and 20th October, which further bolsters these reports. Last year’s Prime Day event was extended to over 48 hours for the first time, and while Amazon has not yet provided details about this year’s event, the restricted annual leave dates suggest the online retailer will be doing the same again for 2020, albeit at a later date than planned.

Details of its other major shopping events like Black Friday are yet to be confirmed, however, experts have speculated that the new date of Prime Day could mean shoppers opt to purchase their Christmas gifts even earlier this year.

Etopia Consultancy‘s Asha Bhalsod says: “With Prime Day 2020 delayed for the current year, rather than taking place in the standard month of July, brands will need to re-evaluate their strategy for both Prime Day and Q4. Prime Day will kick off the Q4 sales season; with Christmas sales getting later and later every year, will Prime Day being in Q4 cannibalise Christmas sales?”


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