Amazon Prime Day II will be on sale October 11-12

Workers retrieve boxes at an Amazon fulfillment center on Prime Day in Raleigh, North Carolina, U.S., on Monday, June 21, 2021.

Rachel Jessen | Bloomberg | Getty Images

Amazon is hosting another Prime Day-like deal next month, the first time it’s held two such events in the same year.

The company said Monday that the event, called the “Prime Early Access Sale,” will take place October 11-12. Jamil Ghani, Vice President of Prime, said in an interview that the event is open only to members of Amazon’s Prime subscription program, and will feature “hundreds of thousands” of holiday deals.

CNBC previously reported that Amazon began contacting sellers about the event in June.

Prime Day, which began in 2015, is usually held once a year during the summer. But Amazon adjusted the timing of the event in 2020 and 2021, as the Covid-19 pandemic strained its operations. The company has also experimented with other discount events, such as a clothing sale, a pet-focused event, and a fall beauty event.

Ghani declined to say if Amazon plans to host more than one sales event for Prime members in the future.

By setting a deal event for October, Amazon is playing into a trend that has gained momentum in recent years. Major retailers have begun to announce promotions ahead of Black Friday and Cyber ​​Monday, in large part because more sales have gone online.

The new sales event could help kick off holiday shopping early for Amazon as the company looks to slow e-commerce sales and a host of economic challenges, including potential recession, high inflation, high interest rates and the over-expansion it has done during the pandemic.

Holiday sales are expected to grow compared to last year, but will likely be driven by higher prices, according to forecasts by Bain & Co. Shoppers are likely to look for more discounts than usual because their wallets are feeling the pressure.

“These days, people don’t miss out on trying to increase the dollar,” Ghani said.

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