Amazon said that next month it would hold a second Prime Day-like shopping event, making it the latest major retailer to offer holiday deals earlier in 2022 to entice apprehensive consumers struggling with tighter budgets.
During the October 11-12 event, Amazon Prime members will get early access to discontinued items. The “Prime Early Access Sale” follows Amazon’s annual Prime Day in July this year.
The Seattle-based e-commerce behemoth has long used these kinds of sales events to attract people into its Prime membership, which offers better deals and faster shipping for $139 a year. But October’s shopping event will be the first time Amazon has held a major sales drive twice in a year.
Amazon’s retail business had slackened down in recent months. And the shopping festival signals a recognition that the firm needs to provide more deals to inflation-hit consumers in what’s predicted to be a challenging holiday shopping season for retailers.
This year, analysts expect many budget-conscious consumers to spread out their spending and snag gifts before prices rise later on.
Jami Ghani, Amazon Prime’s vice president, said the firm will offer deals on products and digital items that are particularly relevant for the holiday season, as opposed to July’s Prime Day event, which, for instance, focused on back-to-school items.
However, he declined to comment on whether the fall discount event will be a permanent fixture for Amazon going forward.