\n\u201cPrime Big Deal Days\u201d will take place in Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the U.S. and the U.K., the company said in a blog post.<\/p>\n<\/li>\n
\nThe e-commerce giant held an October sale following its mid-summer Prime event for the first time last year.<\/p>\n<\/li>\n<\/ul>\n
Dive Insight:<\/h3>\n
Amazon just set the pace for the holiday shopping season, as its October sale is unlikely to go unanswered. Every year retailers have moved swiftly to compete with Amazon Prime Day, for example.<\/p>\n
\u201cIt’s basically the start of the holiday,\u201d\u00a0Rick Watson, founder and CEO of RMW Commerce Consulting, said by phone of the October event. \u201cHoliday promotions seem to keep moving earlier and earlier, and I think Amazon is using this as a way to kick off the season, get consumers excited thinking about Amazon again and add another bump to volume in the middle of Q4.\u201d<\/p>\n
Last year\u2019s October Prime event also had retailers scrambling to initiate markdowns early, undermining the impact of the more traditional Black Friday and Cyber Monday sales, according to GlobalData Managing Director Neil Saunders.<\/p>\n
\u201cFor the wider retail sector, Amazon\u2019s decision is disruptive as it means spend will be pulled forward and the traditional calendar of discounting will be upended,\u201d he said in emailed comments.<\/p>\n
The fall Prime deals event last year missed expectations and was estimated to have fallen short of Prime Day itself. Scheduling it again is an acknowledgment of consumers\u2019 laser focus on finding good deals, the analysts said. While inflation has eased greatly, consumers will likely stay fixated on finding low prices for the back-to-school and holiday seasons.<\/p>\n
\u201cAmazon knows that to project a value-for-money message and to drive sales growth it has to pull out all of the stops and give consumers an excuse to buy,\u201d Saunders said. \u201cOur wider view is that the final quarter will be reasonable for retail. However, volumes will fall and a battle for market share will mean that margins come under a significant amount of pressure.\u201d<\/p>\n
The e-commerce giant this year is giving Prime members \u2014 and anyone contemplating Prime membership \u2014 more time to prepare for the sale. In 2020, during the height of the pandemic, the company scheduled Prime Day for October instead of July with a couple weeks\u2019 notice. In 2022, despite weeks of speculation\u00a0that a second sale was coming, Amazon also waited until late September to announce one. The e-retailer may have realized that was a mistake, Watson said.<\/p>\n
\u201cIf you know you’re going to have it, why wait until the last minute to announce it?\u201d he said.\u00a0\u201cThey’re only hurting themselves.\u201d<\/p>\n<\/p><\/div>\n
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