With Prime Day likely moving further back into the Summer or early Fall, Amazon still plans to jump-start the summer season with a sale.
CNBC reports that Amazon has notified invited sellers that it will host a summer sale expected to last 7 to 10 days.
“We are having the Biggest Summer Sale event to drive excitement and jump-start sales,” the notice states according to CNBC. “To drive customer engagement, we are asking for your participation.”
Amazon confirmed the sales event to CNBC. The network also claimed the sale’s working title is “Biggest Sale in the Sky” and Amazon hinted at a similar name in its statement to CNBC.
“The Big Style Sale is slated to take place later this month and will include seasonally-relevant deals from both established and smaller fashion brands. We are delighted to help brands connect with our vast global customer base for this event.”
Amazon Spokesperson to CNBC
Amazon Sale Restricted to Fashion – Catch Up Sale?
By limiting the sale to fashion categories, Amazon is targeting the summer sales season for fashion that typically would have started a little earlier.
With most consumers forced to stay-at-home due to coronavirus restrictions, summer fashion probably wasn’t a top priority for many.
While Amazon’s abrupt decision in March to restrict incoming shipments hurt all sellers in non-essential product categories, the impact was likely larger on fashion sellers that would normally have sent many of their summer products to Amazon warehouses during this time frame.
This late June fashion-focused sale appears to be an excellent opportunity for Amazon and invited sellers to sell through summer fashion inventory now that people will be spending more time outdoors again.
Even sellers and brands not invited to the official sale can still offer discounts during the promotional period on the Amazon marketplace and ride on the tail-coat of Amazon’s sales push.
Next Up – Prime Day
Certainly, a September sale would have been too late for summer fashion sellers and the “Biggest Sale in the Sky” appears to address this problem.
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