Amazon plans to hold its flagship sales event on June 21 and 22 this year, Bloomberg reports. Prime Day, which debuted in 2015, has traditionally been held in mid-July, but it was moved to October in 2020 because of pandemic-related complications. The event has proved to be a huge success for Amazon—the etailer was forecast to bring in $6.17 billion in sales on Prime Day 2020, per eMarketer estimates from Insider Intelligence—making this a potentially high-stakes move.
Before the pandemic changed its plans last year, the etailer wanted to move Prime Day earlier to maximize the event’s performance. Amazon CFO Brian Olsavsky said on the company’s most recent earnings call that it intended to hold the event earlier in 2020 to account for the Olympics and the fact that July is a popular vacation time. The Olympics are now set to begin in July 2021, and travel may bounce back thanks to improving pandemic conditions in the US, so holding Prime Day 2021 in June may help Amazon attract more sales like it wanted in 2020.
Moving Prime Day may mean Amazon believes it will be a success whenever it occurs, potentially making it harder for competing etailers to keep up.