In its five-year history, Amazon Prime Day has always taken place in July. This year, with coronavirus uncertainties still looming and shipping times still much slower than usual (though getting better), the company has reportedly postponed the massive sales event, according to the Wall Street Journal. This year, it looks like Amazon Prime Day will happen in September.
The latter move will allow the company to lay the groundwork for shipments of a wider variety of products, indicating it is now in a position to process orders more quickly in its warehouses and create room for more inventory, the report said.
However, Amazon declined to comment to a Reuters request for comment on the report.
From August to September
It was reported in April that the e-commerce giant is postponing the major summer shopping event until at least August.
Prime Day, a marketing event Amazon started in 2015 to drum up sales during the summer shopping lull, has previously occurred in July, though the company never publishes the date far in advance.
The decision to delay it means Amazon will have about 5 million extra devices it would have expected to sell sooner, items like its suite of voice-controlled Echo speakers that have been popular orders during the event. It also affects third-party merchants who have come to depend on Amazon’s platform for revenue.
Amazon Prime Day in 2019
The big question that remains: Will Prime Day 2020 play out like before? In 2019, the sale spanned 48 weekday hours. With most of the biggest discounts applying to Amazon’s products and brands. Blink cameras, Kindle e-readers, Fire tablets, Fire TV streamers and the full range of Echo smart speakers. Solid discounts on third-party products like iPads, Instant Pots and Bose headphones was also witnessed.