Two-day shopping event postponed as online retailer attempts to get service back on track.  

Amazon is postponing Prime Day until September as the company attempts to return to pre-coronavirus pandemic levels of operation. The online retailer generally holds the two-day shopping event in July to promote its prime service but will now hold off until autumn, according to the Wall Street Journal.

Launched in 2015, Prime Day is Amazon’s marquee shopping event used to entice customers to its Prime service. The postponement could cost the company up to $100m.

The company is taking steps to return its delivery service to the levels maintained before the coronavirus shutdown, but has warned that this may take months. This week, Amazon began allowing its warehouses to once more accept unlimited shipments of non-essential goods, having been forced to limit itself to essential goods only during the coronavirus pandemic because of the massive surge in online demand.

The company is now said to be creating room for more inventory, however, and has expanded once more to unlimited shipment deliveries. Prime one-day delivery has yet to be reinstated for many products, but a company spokesperson said that more will return next week.

“We removed quantity limits on products our suppliers can send to our fulfillment centers,” an Amazon spokeswoman told the Wall Street Journal. “We continue to adhere to extensive health and safety measures to protect our associates as they pick, pack and ship products to customers, and are improving delivery speeds across our store.”