Amazon wants to be ahead of the possible consumer crisis and supply problems this autumn. Thefore, the e-commerce giant is launching Prime Early Access Sale, a second Prime Day in October.
“Spreading holiday purchases”
Amazon hopes people will start their end-of-year shopping early this year. With the high inflation, the energy crisis in Europe and potential manufacturing problems looming, e-commerce stands to gain by enticing people to make purchases early. The high discounts and flash deals that are promised in this new festival should make that happen.
On 11 and 12 October, the Prime Early Access Sale will take place for the first time: a two-day shopping event for Prime members in fifteen countries, including Germany, France, Italy, Luxembourg, the Netherlands and the United Kingdom. It will be just like last July’s Prime Day, but in the autumn – tucked neatly between back-to-school promotions and Black Friday. Amazon Prime Day is estimated to have generated more than twelve billion dollars in sales this year.
Back in 2020, Prime Day also took place in October because of the pandemic. Amazon learned a lot from the experience and the retailer now wants to make money out of those data. In particular, the two-day offers brands “that we know [Prime members] are looking for this time of year“, Amazon Prime’s vice-president Jamil Ghani said. In turn, it should help customers “spread their end-of-year purchases”.