An Amazon shipping center in Frankenthal, Germany.
Thorsten Wagner | Bloomberg | Getty Images
The company announced on Wednesday that this year’s Prime Day will take place on June 21st and 22nd. Members of Amazon’s Prime Subscription Program will have access to “more than 2 million deals” across all categories, Prime Vice President Jamil Ghani said during a press briefing Tuesday.
Prime Day, which began in 2015, usually takes place in July. The discount party is intended to attract new Prime subscribers, promote Amazon’s products and services, and offer a boost to sales during what is usually a slower shopping time.
Last year the company was forced to postpone Prime Day until mid-October due to the uncertainty caused by the pandemic and the strain on its fulfillment and logistics capacities. Amazon is postponing this year’s Prime Day in India and Canada due to the worsening spread of Covid-19 in these countries.
Amazon previously confirmed that Prime Day would take place in June, but no start date was announced. Bloomberg reported last month that Amazon would be selecting June 21 and 22 as dates for this year’s Prime Day, citing notifications to employees.
CFO Brian Olsavsky said during Amazon’s recent conference call that the company will hold Prime Day a month earlier this year as July is usually a busy holiday season. Analysts told CNBC that a Prime Day in June could potentially help moderate year-on-year comparisons with its business during last spring’s lockdown.
Amazon has forecast revenue of between $ 110 billion and $ 116 billion for the second quarter, surpassing Wall Street’s forecast of $ 108.6 billion and implying a surge from Prime Day.
Retail competitors typically keep an eye on Amazon’s Prime Day dates in order to schedule their own competing events.
Other retailers are already rolling out their competing offers. aim said it will have three days of specials starting June 20, adding food and drink to its offerings for the first time. In earlier years, Walmart, Best buy and Bed bath in addition also offered discounts that coincided with Prime Day.