Amazon moves Prime Day to September

Company needs dependable shipping for event to be successful

SEATTLE – Amazon Prime Day this year reportedly will take place in September, moving from its usual July date to later in the year.

The Wall Street Journal is reporting the delay is designed to give the e-commerce giant time to return to normal delivery times after the COVID-19 pandemic. During the first few months of the pandemic, Amazon initially limited sales to essential items only in some regions and had challenges with its two-day and one-day delivery services.

The dates reportedly being considered for the two-day event are Sept. 7, 14, 21 or 28. Sources say the September time frame is far enough away from Black Friday and holiday shopping to not cause issues with overlap.

Launched in 2015, Prime Day is Amazon’s annual shopping event. It typically uses the slow summer months for the shopping extravaganza in order to add new Prime members, as well as to promote its own products and services.

In the company’s first-quarter earnings statement, CEO Jeff Bezos said it planned to spend the expected $4 billion profit from the second quarter on COVID-19-related expenses to keep employees and customers safe.

But, the company said, it still couldn’t predict when dependable one- and two-day shipping would resume. Analysts say that reliable shipping time frames would be a key to the success of the September Amazon Prime Day event


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