According to Bloomberg sources, Amazon will hold its annual Prime Day sales event on June 21 and 22, 2021.
The company had previously announced it would move the sales event into the second quarter of 2022, moving it from its traditional spot in mid-July when Amazon started it in 2015.
Last year, the company was effectively forced to move the sale from July to October as it struggled to initially manage the online sales surge due to the Covid-19 crisis that saw shoppers buying essential and hard-to-find products online.
Amazon became one of the largest beneficiaries of the shift to online shopping, but this also resulted in many late deliveries and even a brief halt of inbound shipments from third-party sellers.
It took the company several months to recover its logistics and warehouse operations, including investing in more health and safety protocols before it could resume normalized operations and delivery speed.
The late October date made Prime Day an early holiday season kick-off event, resulting in a huge sales quarter for Amazon. The company said the October event saw record-breaking sales, surpassing $3.5 billion in total across 19 countries.
Why Move Prime Day to June in 2021?
During the last earnings call, Amazon Chief Financial Officer Brian Olsavsky said the reason the company was moving Prime Day to June this year is, “…we think it’ll get more attention for our customers, and also for our vendors.“
It appears, Amazon feels it can do better with Prime Day in June versus July, which is often one of the busiest holiday months for families.
If Prime Day this June will be successful, Amazon will likely continue to keep it in that month, just squeezing into the second quarter for its earnings report.
But there is one caveat for the June date this year and its hope to reach another sales record in 2021.
Amazon already confirmed last month that the global Prime Day sales event would be delayed in Canada and India due to the ongoing Covid-19 crisis in those countries. The company has not provided any new guidance on Prime Day 2021 for those two countries.
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