Amazon is planning a Prime Day follow-up for later this year

Amazon may have just revealed July dates for its Prime Day shopping bonanza, but the company is already planning a second purchase event for Amazon Prime subscribers for later this year, Business Intern and CNBC report. Information sent to sellers that has been seen by publications calls it the “Prime Fall Deal Event,” although the exact fall date is unclear – CNBC cites notice saying it will happen in Q4, while Business Intern reports that “guest sellers say it appears to be slated for October.”

Last year, Amazon held a beauty product event in October, so another sales moment in this period isn’t completely unprecedented. But this year’s fall event seems closer to a Prime Day 2.0, as summer and fall sales are expected to “feature frantic sales of TVs, sneakers and other items,” according to Business Intern. Amazon did not immediately respond to a request for comment.

Amazon’s growth has slowed after surging at the start of the pandemic, so this second rumored sale could give the company a boost later this year. And the next Prime Day in July should still be big, though. The Wall Street Journal reports that Amazon has apparently cut some of its promotion for the event from previous years — you won’t be able to watch a Prime-exclusive Taylor Swift concert, for example.


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