Amazon said Monday that it will host its annual Prime Day sales event on October 13 and 14. Prime Day, which traditionally takes place in mid-July, had been postponed due to COVID-19.
Amazon said in a statement that the two-day shopping event, exclusive to Prime members, will feature “over one million deals across every category,” including brands like Panasonic, Roborock, Keurig, Under Armour, Coleman, Adidas, Lacoste, Marvel, Ticwatch, and more.
Amazon is aiming to support small businesses on its platform by incentivizing customers to buy from them in the run-up to Prime Day. Starting today until October 12, Prime members will receive a $10 credit usable on Prime Day by spending $10 at certain small businesses on Amazon. The company is also committing to spending more than $100 million to promote small business through Prime Day and the holiday season
“In the midst of an unprecedented year, we’re committed to making this the most successful Prime Day ever for our small businesses and excited for Prime members worldwide to discover new ways to support local entrepreneurs and save big on everything they need and love,” said Jeff Wilke, Amazon CEO Worldwide Consumer. “This year’s Prime Day is the perfect opportunity for Prime members to get their holiday shopping done early from the comfort of their homes – and to have more time to spend with their families and friends throughout the season.”
The event’s sales routinely outpace Black Friday. This is the latest that Amazon has held Prime Day and the first time it takes place in the fourth quarter, which also includes two other industrywide holiday deals events after it, including Black Friday and Cyber Monday.
Amazon’s inaugural Prime Day started as a single shopping day in July 2015 in honor of the company’s 20th anniversary. Amazon has continued to lengthen its Prime Day over the past five years by two days and offering preview deals weeks in advance of the scheduled date.
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