Amazon Prime Day dates confirmed for June

Published on: 2nd June 2021

Amazon has confirmed that the two-day Prime Day 2021 sale event will take place earlier than ever before, in June.

For the second year running, Amazon is ditching its regular July date, with this year’s event being held earlier than ever before. The online retailer has announced that the annual Prime Day event will take place on 21st and 22nd June this year.

The event will last for two days, with deals rolled out across all categories, including toys, on Amazon says the first deals will be unveiled at midnight on the 21st June globally, and run until 23.59pm on 22nd June.

Shoppers wishing to take advantage of the Prime Day promotions must be a Prime member in order to access the deals that will roll out over the 48-hour period. Customers can sign up at where a 30-day free trial is available.

Amazon chief financial officer Brian Olsavsky hinted at the earlier date on a press call last month, when he commented: “We are going to do it on a date where we think it’ll get more attention for our customers, and also for our vendors”.

Last year, due to the effects of the pandemic, Prime Day took place in October, but sellers reported that it was a more lacklustre affair than analysts had predicted, with website traffic data and muted language surrounding the event reflecting the retailer’s disappointment. It was suggested that the timing of the event affected sales, with an autumn date potentially cannibalising Christmas sales. Elsewhere, a ‘shop local’ message promoted by some campaign and industry groups may have had an impact.

This year, in order to support smaller companies in the run up to Prime Day, Amazon is offering any Prime customers who spend £10 on small business products between 7th and 20th June a £10 credit to spend during the sale.

John Boumphrey, Amazon UK country manager added: “As a Prime Day first, we’re also delighted to be increasing our donations to charity when customers shop through AmazonSmile, so there is plenty for everyone this year.” From today (2nd June), when new Prime members activate the retailer’s charity initiative, AmazonSmile, on their account, Amazon will donate 5% of the purchase price of their first qualifying Prime Day purchase to their chosen charity.



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